Brief

Gaspada, vo-pervyh, kak vy uzhe zametili, ya snova pereshla na translit (ne po svoej vole), za chto izvinyayus'. A teper' k delu: ne podelites' li vy strukturoj brief-a kotorymi pol'zuetes'?.. Delyus' svoim. Im pol'zuyutsya v odnom bol'shom setevom agentstve. Brief horosh dlya bol'shix, slovnyh proectov, no ochen' neudoben dlya malen'kih i prostyh. A esli poprosit' im pol'zovat'sya kolleg-nemarketologov pri postanovke zadach nam, marketologov, to vasche... Ves' poit topica - naiti samyj udobnyj brief. Itak: THE BRIEF TO THE AGENCY1. Reason for the brief(State why the brief is being given: e.g. to reinforce existing advertising, a new marketing opportunity, change in advertising required due to competitive activity, is it a new campaign or an amendment to a previous recommendation, product launch, sales promotion, direct mail, event marketing)2. Marketing/Communication Objectives/StrategyWhat exactly is the brand or service?Where is the brand?(What is the brand’s current market and consumer situation? - Market background, share of market, distribution, sales etc.)How has the brand been performing in the market and why?(What factors, dynamics or trends caused the current brand situation? - SWOT analysis, competitive frame)Where should the brand go?(Marketing/Advertising Objectives)How will the brand get there?(What marketing/advertising strategies are required to achieve the goal set for the brand?)3. Target Consumer(Defined by age, sex, urban/rural, income, education, psycho-graphics)4. Positioning(Which is the positioning of the brand in its chosen market by function and its positioning in the mind of the consumers vs. competitors through its functional and/or emotional benefits - brand character; main benefit and reason to believe)5. Campaign typeIs the campaign:i)ATL / BTLii)If ATL is part of a long-term strategy or is a tactical campaign on short term?iii)If BTL is part of a long-term strategy or is a tactical campaign on short term?iv)ATL: define objectivesv)BTL: define objectives6. Creative(What specifically do we expect this advertising to do?)What do we want our target consumers to think/feel about our brand?What is the proposition? (What single response do we want? - key message to be communicated.)Tone of voice.Creative executional mandatory elements.Any other thoughts or guidelines about the communication?7 MediaA.ATL Media vehicles: (TV, radio, press, print, OOH, other... Mandatory media choice.)B.BTL Media vehicles: (POS, Promotion Team, Sponsorship, Event Marketing, Direct Mail)8. Geography/Regionality(Is the campaign national-wide or is focused on urban areas?)9. Timing and Period10. Budget(Total budget split in ATL/BTL/production)11. Any supporting information available (Research companies, Client’s data, statistics, etc.)Brief issued by:_______________Signed off by Agency:______________Approved: _______Date issued: