BACKGROUND TO CREATIVE AND MEDIA BRIEF
Client : Brand: Date:
Job Title:
KEY CHARACTERISTIC OF THE BRAND
Physical and emotional
MARKET AND BRAND PERFORMANCE
And reasons to performance
COMPETITIVE ANALYSIS
Who are they? How are they positioned? How are they different? (remember to show competitive ads)
PREVIOUS ADVERTISING ACTIVITY
When, where, how much for us and competitiors
CAPTICA AND OTHER RESTRICTIONS
MARKETING OBJECTIVES
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