WHAT IS THE CENTRAL PROBLEM OR OPPORTUNITY INFORMING THIS BRIEF?
Is this campaign about changing behaviour, taking action, encouraging sign-ups or changing perceptions?
CHANGING PERCEPTIONS
PLEASE OUTLINE THE KEY BUSINESS AND MARKETING KPIs FOR THIS BRIEF?
Please include the numerical targets that this campaign to be measured against.
HOW WILL SUCCESS BE MEASURED AND OVER WHAT TIME FRAME?
WHAT IS THE SINGLE MOST IMPORTANT MESSAGE, PROPOSITION OR BENEFIT TO GET ACROSS DURING THIS CAMPAIGN?
WHO IS THE TARGET AUDIENCE FOR THIS BRIEF?
Please go beyond demographics where possible. What demographic, psychographic, social groupings, attitudes, lifestyles etc. define this audience?
WHAT DO WE WANT THE AUDIENCE TO THINK, FEEL AND DO AFTER SEEING & ENGAGING WITH THE COMMUNICATIONS?
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