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

-

How to write a good Communication Brief

Advertising and Communication Brief

A good Communication Brief should answer the following question

• Why are we communicating? 

     [The role and the Goals of meeting the Marketing & Communication objectives]

• Who are we talking to and what do we know about them? 

     [Relevant insights about the target and their involvement with the product/category that will help to   

      communicate to them]

• What do want them to think and do?

      [The surprising new insightful  connection between the product/service with the consumer].

• What should the communication say?  

      [The single minded preposition for this communication that expresses the product insight in the most  
       persuasive manner]

• Why should anyone believe it?

        [Support point, rationale, whether based on consumer insights, competitive advantage or product
         performance]

• What is the desired tone and the manner of the communication?

       [Reflected in the product personality, but more specific to the communication tone].

• What executional consideration are there? 

       [Legal, branding, logistical and directional input].