Download communication brief - Black+Precious Communications

CLIENT:
COMMUNICATION BRIEF:
DATE:
1. Background:
Please give a brief background and brand history, the market dynamic and current sales situation. Include
recent brand message to consumer and pay-off line.
2. What are the product / service?
A concise and accurate description of the product/service to be advertised.

3. What makes the product different to those of the competitors?
Here you need to highlight any intrinsic (functional) and extrinsic (emotional) points of difference between
the product and those of the major competitors.
4. Advertising Objectives:
List one Primary and one Secondary objective. Be short and specific. Are we trying to increase
awareness, trial or sales? Are we trying to build brand personality or loyalty?
Primary:
Secondary:
5. Key competitors / what they stand for?
List the main competitors, threats, and their current advertising propositions and pay-off lines.

6. Who are we talking to?
A description of the demographic details of the
target audience. Age, sex, LSM group or income
group, where they live, education, lifestyle etc.
The external and internal customers
NB: 7. What are the key insights about them?
We are looking for insights into the type of people we
are talking to and what things are important to them.

8. What do they currently think and feel?
What do they currently think, feel and believe about the product/service, and the category as a whole.
We’re looking for their rational and emotional thoughts.
-
9. What is the Brand Essence?
Use the long-term proposition that defines the core essence and soul of the brand.
10. What is the Single-Minded Message?
This is the core message we want our target market to take out of this specific campaign. This should be
expressed as a single-minded thought, unique, and contain a clear consumer benefit.
(E.g. “ Product XXX with XXX ingredients is the best for me because it (uniquely) gives me XXX benefits”)
A bank for now and the future
11. Why should they believe this?
Include the facts about the product / brand and reasons to believe
12. What do we want them to think, feel and believe after having been exposed to the advertising?
What do they currently think and where do we want to shift consumer perceptions to, via this campaign.
13. Personality (of the brand):
Describe the personality of the brand to help us
determine the tone the message. Single words.
14. Brand Values:
What the brand stands for, normally 4 descriptors. e.g.
Friendly, caring, innovative, honest…

15. What exactly is required from the agency?
Be very specific in terms of exactly what is required from the agency.
16. Creative considerations:
This section is included to cover anything that is mandatory – client logo and pay-off line, Corporate Identity
guidelines, products to be included, and any specific brand properties
-
17. Budget:
How is the budget to be split between strategic
planning, creative development, production and
media?
18. Timing:
Please supply a basic timeline from date of brief, to date
of presentation/approval/fighting/launch/exposure.
-
-