This document outlines a marketing initiative for a client including details like the client, project, market, brand, budget, timeline, objectives, target audience, and tasks for an agency. It provides an overview of the nature of the initiative whether it is a brand or promotional initiative and the key channels to be used like TV, print, digital and PR. It also lists the communication objective, business goals and background for the initiative and event details.

1. 1
BRIEF
Client: Project:
Date:
Market:
Brand / Product:
Client Project Owner:
Date submitted / presented to
agency:
Activity ‘live’ date:
Other key timings:
Budget:
Timing:
NATURE OF INITIATIVE
Brand Initiative
Promotional Initiative
Please indicate the channels you would like to use for this initiative
TV
Print
OOH
Web (campaign)
Direct Mail
Direct Email
SMS
Web (site/microsite)
PR
Other
BrandNew will work with you to recommend and refine channel selection.
COMMUNICATIONS OBJECTIVE
BUSINESS OBJECTIVE
Tasks for brand:
Goal:
BACKGROUND:
WHAT IS THE ONE THING WE WANT TO COMMUNICATE TO OUR AUDIENCE TO
GET TO WHAT WE WANT?
WHY SHOULD THEY BELIEVE THIS?
Event
DATE:

2. 1
TARGET AUDIENCE:
EVENT DETAILS:
PERSONNEL:
BUDGET:
AGENCY TASKS: