The purpose of the assignment goes here.
The target audience goes here.
Paint a picture of them – something more than just demographics.
What is their attitude about the brand or category? What problem can the brand solve?
What should their attitude be after viewing the work?
A single-minded statement explaining how the brand solves the target’s problem.
List the proof points that support the above statement.
How will the efficacy of the work be measured?
List the competition here.
What specific media are we concepting for? Are there any mandatories?
When is the work due, what is the presentation timeline?
If possible, provide a breakdown of any media and production in addition to creative/strategic services.