MEDIA BRIEF FORMAT

Country/Region:

Brand/Variant:

Year:

Campaign Start Date:


BACKGROUND



Market/Business/
Competitive Context:                                BUSINESS GOAL
                                                                Key Task
                                                               Competition
                                                               The path ahead


                                                             The key initiatives scheduled are:

                                                            Brand Calendar + Start Plan


Rationale for Brief


Communications Task

TASK

Marketing Target Audience:

What’s the barrier the communication has to overcome?

Required Target Audience Response (Attitude):

Required Target Audience response (behaviour):


Objectives

Business Objectives & how they will be measured

Creative units

Prioritisation of Reach/Frequency/
Continuity & Other communication objectives

Budgets

APPENDICES >>

Approvals

                                              Name                             Signature                                     Date

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