AiiM - Marketing Communication Skills Training Center Branding and Advertising course, intake 06 Group 4

2. I. Background
II.Target customers- Insight
III.Business performance
IV.Objectives
V.Message
VI.Pratical requirements
VII.Attachments

3. BACKGROUND
MARKET
OVERVIEW
UNITED PHARMA VN
INC
ENERVON
PROJECT

4. a. 20% of Vietnamese use supplements (1.4 million
people). Vitamins market in the South is 7½ times
larger than Ha Noi.
b. Micronutrients consumption in Vietnam is still low
(2012 study) and has room to grow. Young consumer
(25- 40 yrs old) is potential market
c. Consumer perception of Vitamin is still medicine-like
and they trust doctors in making decision
1. VITAMIN MARKET

5. d. Strong competitors with big marketing
budget (e.g. Hoa Thien, Plusssz, Pharmaton)
e. Substitute product categories start to
include Vitamins in their ingredients
(beverage, liquid milk, yoghurt)
1. VITAMIN MARKET

6. 2. Body Resistance Vitamin
Market
• In 2012, total Body Resistance Market grow 11%
vs 2011, 6% over the past 6 years.
•Total market’s volume share decreased by -9%
• Most of players are in effervescent format
% GR -15% 16% -2% -16% -14% -5%
% SHARE 8% 8% 9% 9% 8%
MYVITA MULTI 17,387 17,463 15,945 14,682 12,706
% GR -9% 0% -9% -8% -13% -8%
% SHARE 5% 5% 5% 5% 5%
PLUSSSZ MAX MULTI 10,148 13,979 22,522 19,667 18,465
% GR 38% 61% -13% -6% 16%
% SHARE 3% 4% 7% 7% 8%
REDOXON - 1,181 1,952 2,155 2,392
% GR 65% 10% 11% 27%
% SHARE 0% 1% 1% 1%
OTHERS 220,695 223,213 181,020 154,102 134,455
% GR -15% 1% -19% -15% -13% -12%
% SHARE 67% 65% 59% 57% 55%
ADULT BODY RESISTANCE MARKET327,804 342,116 304,847 269,387 245,649
% GR -8% 4% -11% -12% -9%
-7%
% SHARE 6% 5% 5% 5% 4%
PLUSSSZ MAX MULTI 22.76 29.97 29.38 25.95 25.28
% GR 21% 32% -2% -12% -3% 3%
% SHARE 11% 13% 13% 11% 10%
REDOXON 3.59 6.52 7.67 9.14
% GR 82% 18% 19% 37%
% SHARE 2% 3% 3% 4%
OTHERS 61.31 68.18 61.64 44.93 50.35
% GR 12% 11% -10% -27% 12% -5%
% SHARE 30% 29% 26% 20% 20%
ADULT BODY RESISTANCE MARKET201.34 231.69 234.73 229.79 255.50
% GR 13% 15% 1% -2% 11%
6%

7. Product Enervon Pharmaton capsule Plusssz Max Multivitamin Plusssz Max Multivitamin
Packaging
Manufacturer United International Pharma Boehringer Ingelheim N.P.Pharma Ltd., Poland BMS
Product format Filmcap Capsule & Effervescent Eff Tablet Eff Tablet
Composition 1000mg C
Presentation
Bottles of 6, 30 & 100 filmcaps/Boxes
of 10 blisters x 10 filmcaps
Boxes of 6 blisters x 10 filmcaps Bottles of 20 tablets Tube 10s
Price …,45.000,.../145.000 VND 264.000VND 32.000 VND 35.000 VND
Activities TVC, PR, Sermina, Merch, Display TVC, Print, Merch, Display, Doctor EndorsementTV, Print, Merch, Product display Merch, Product display
Product Enervon Pharmaton capsule Plusssz Max Multivitamin Plusssz Max Multivitamin
Packaging
Manufacturer United International Pharma Boehringer Ingelheim N.P.Pharma Ltd., Poland BMS
Product format Filmcap Capsule & Effervescent Eff Tablet Eff Tablet
Composition 1000mg C
Presentation
Bottles of 6, 30 & 100 filmcaps/Boxes
of 10 blisters x 10 filmcaps
Boxes of 6 blisters x 10 filmcaps Bottles of 20 tablets Tube 10s
Price …,45.000,.../145.000 VND 264.000VND 32.000 VND 35.000 VND
Activities TVC, PR, Sermina, Merch, Display TVC, Print, Merch, Display, Doctor EndorsementTV, Print, Merch, Product display Merch, Product display
Product Enervon Pharmaton capsule Plusssz Max Multivitamin Plusssz Max Multivitamin
Packaging
Manufacturer United International Pharma Boehringer Ingelheim N.P.Pharma Ltd., Poland BMS
Product format Filmcap Capsule & Effervescent Eff Tablet Eff Tablet
Composition 1000mg C
Presentation
Bottles of 6, 30 & 100 filmcaps/Boxes
of 10 blisters x 10 filmcaps
Boxes of 6 blisters x 10 filmcaps Bottles of 20 tablets Tube 10s
Price …,45.000,.../145.000 VND 264.000VND 32.000 VND 35.000 VND
Activities TVC, PR, Sermina, Merch, Display TVC, Print, Merch, Display, Doctor EndorsementTV, Print, Merch, Product display Merch, Product display
Competitor snapshot
Key competitor of
Enervon tablet
Key competitors of
Enervon effevescent
•Pharmaton is leader in market value share
• Pharmaton , Pluszz, Enervon are really close in term of volume share
• If launching eff format in 2014, Evernon’s eff wil compete directly with
Pluzz

8. UNITED PHARMA (VIETNAM), INC.

9. Vitamin
Adult
Enervon
Body
Resistance
for Adults
Tablet Effervescent
All-Vit
Optimum
health for
Performance
Revicon
Energy for
Productivity
Kid
Ceelin
Body
Resistance
for Kids
Ceelin
Syrup
Ceelin
Zinc
Ceelin
Pop-rock
Nutroplex
Boost
complete
growth
Multi-
vitamin
Multi-vitamin
+DHA
Lysivit
Treating
inappetance
Growee
Height
enhancement
2014 2013
2014
2014 2016Delete

10. Category: Body Resistance
for Adults
Format:
effervescent (2014)
Ingredients: Vitamin C and
Vitamin B-complex
Benefits:
Functional:
Increase body resistance,
prevent ailments
Emotional:
be happy, active, energetic
and feel younger to do all daily

11. Discriminator
Only Enervon provides superio
body resistance that protects
you from ailments.
Personality:
Strong & energetic.
Challenger

12. Communication samples
Package

13. Communication samples
PrintAds

14. Communication samples
PrintAds

15. Communication samples
TVC

16. Communication samples
News

17. Communication samples
Social – Fanpage

18. Communication samples
Social – Forum

19. •Get active, busy and achievement – focused
adults who don’t want to let sickness/tiredness
keep them from achieving their daily goals
•Try Enervon Body Resisting effervescent
•Deliver to them the best immunity providing and
mental enhancing vitamin supplement
JTBDs

20. Product information: Enervon
Effervescent
Ingredients: Vitamin C and Vitamin of B complex
Usage: Once a day
Benefits:
Functional: Immunity providing and mental enhancing
-> Increase body resistance
Emotional: be happy, active, energetic and feel
younger to do all daily activities.
USP of Enervon effervescent : Formula and
Competitive price
Key competitors: Pharmaton, Plussz

21. TARGET CUSTOMERS - INSIGHT
Active. Energetic.
Dynamic.
Achievement-focused
25 -40 y.o
Class: BCD
Be aware of product
by advices of
doctors
TV ads, POSM,
display at drug
stores
I cannot let sickness/tiredness
keep me from achieving my daily
goals.

22. BUSINESS PERPORMANCE
SHARE
BRAND HEALTH
BRAND
POSITIONING
CHANNEL
EFFICIENCY

23. BUSINESS PERPORMANCE
 4th in the market (9%)
 Lost 1% share to
Pharmaton
Pharmaton is leader in
market with 36% share
Values

24. IN BIL. VND 2008 2009 2010 2011 2012
ENERVON 30.19 40.28 39.19 37.64 33.87
% GR 16% 33% -3% -4% -10%
IMS
ENERVON IMS 21.67 25.84 25.93 23.16 23.09
% GR 13% 19% 0.3% -11% -0.3% 2%
11% 11% 11% 10% 9%
PHARMATON (B.I) 37.52 40.69 53.73 69.81 92.55
% GR 14% 8% 32% 30% 33% 25%
% SHARE 19% 18% 23% 30% 36%
HOMTAMIN GINSENG 20.46 19.42 16.04 15.57 16.43
% GR 16% -5% -17% -3% 5% -5%
% SHARE 10% 8% 7% 7% 6%
UPSA-C (BMS) 21.23 30.05 25.35 27.33 25.62
% GR 10% 42% -16% 8% -6% 5%
% SHARE 11% 13% 11% 12% 10%
VITAMIN C (VDI) 4.41 5.44 5.31 4.54 3.34
ACTUAL SALES % CAGR
07 - 11
3%
% SHARE
No.
1
No.
3
No.
4
No.
2
ENERVON 30.19 40.28 39.19 37.64 33.87
% GR 16% 33% -3% -4% -10%
IMS
ENERVON IMS 21.67 25.84 25.93 23.16 23.09
% GR 13% 19% 0.3% -11% -0.3% 2%
11% 11% 11% 10% 9%
PHARMATON (B.I) 37.52 40.69 53.73 69.81 92.55
% GR 14% 8% 32% 30% 33% 25%
% SHARE 19% 18% 23% 30% 36%
HOMTAMIN GINSENG 20.46 19.42 16.04 15.57 16.43
% GR 16% -5% -17% -3% 5% -5%
% SHARE 10% 8% 7% 7% 6%
UPSA-C (BMS) 21.23 30.05 25.35 27.33 25.62
% GR 10% 42% -16% 8% -6% 5%
% SHARE 11% 13% 11% 12% 10%
VITAMIN C (VDI) 4.41 5.44 5.31 4.54 3.34
% GR 38% 23% -2% -14% -26% -7%
% SHARE 2% 2% 2% 2% 1%
MYVITA MULTI 11.99 12.11 10.83 10.83 9.70
% GR -9% 1% -11% 0% -10% -5%
% SHARE 6% 5% 5% 5% 4%
3%
% SHARE
ENERVON IMS 21.67 25.84 25.93 23.16 23.09
% GR 13% 19% 0.3% -11% -0.3% 2%
11% 11% 11% 10% 9%
PHARMATON (B.I) 37.52 40.69 53.73 69.81 92.55
% GR 14% 8% 32% 30% 33% 25%
% SHARE 19% 18% 23% 30% 36%
HOMTAMIN GINSENG 20.46 19.42 16.04 15.57 16.43
% GR 16% -5% -17% -3% 5% -5%
% SHARE 10% 8% 7% 7% 6%
UPSA-C (BMS) 21.23 30.05 25.35 27.33 25.62
% GR 10% 42% -16% 8% -6% 5%
% SHARE 11% 13% 11% 12% 10%
VITAMIN C (VDI) 4.41 5.44 5.31 4.54 3.34
% GR 38% 23% -2% -14% -26% -7%
% SHARE 2% 2% 2% 2% 1%
MYVITA MULTI 11.99 12.11 10.83 10.83 9.70
% GR -9% 1% -11% 0% -10% -5%
% SHARE 6% 5% 5% 5% 4%
PLUSSSZ MAX MULTI 22.76 29.97 29.38 25.95 25.28
% GR 21% 32% -2% -12% -3% 3%
% SHARE 11% 13% 13% 11% 10%
% SHARE
HOMTAMIN GINSENG 20.46 19.42 16.04 15.57 16.43
% GR 16% -5% -17% -3% 5% -5%
% SHARE 10% 8% 7% 7% 6%
UPSA-C (BMS) 21.23 30.05 25.35 27.33 25.62
% GR 10% 42% -16% 8% -6% 5%
% SHARE 11% 13% 11% 12% 10%
VITAMIN C (VDI) 4.41 5.44 5.31 4.54 3.34
% GR 38% 23% -2% -14% -26% -7%
% SHARE 2% 2% 2% 2% 1%
MYVITA MULTI 11.99 12.11 10.83 10.83 9.70
% GR -9% 1% -11% 0% -10% -5%
% SHARE 6% 5% 5% 5% 4%
PLUSSSZ MAX MULTI 22.76 29.97 29.38 25.95 25.28
% GR 21% 32% -2% -12% -3% 3%
% SHARE 11% 13% 13% 11% 10%
REDOXON 3.59 6.52 7.67 9.14
% GR 82% 18% 19% 37%
% SHARE 2% 3% 3% 4%
OTHERS 61.31 68.18 61.64 44.93 50.35
% GR 12% 11% -10% -27% 12% -5%
% SHARE 30% 29% 26% 20% 20%
IN BIL. VND 2008 2009 2010 2011 2012
ENERVON 30.19 40.28 39.19 37.64 33.87
% GR 16% 33% -3% -4% -10%
IMS
ENERVON IMS 21.67 25.84 25.93 23.16 23.09
% GR 13% 19% 0.3% -11% -0.3% 2%
11% 11% 11% 10% 9%
PHARMATON (B.I) 37.52 40.69 53.73 69.81 92.55
% GR 14% 8% 32% 30% 33% 25%
% SHARE 19% 18% 23% 30% 36%
HOMTAMIN GINSENG 20.46 19.42 16.04 15.57 16.43
% GR 16% -5% -17% -3% 5% -5%
% SHARE 10% 8% 7% 7% 6%
ACTUAL SALES % CAGR
07 - 11
3%
% SHARE
% SHARE 10% 8% 7% 7% 6%
UPSA-C (BMS) 21.23 30.05 25.35 27.33 25.62
% GR 10% 42% -16% 8% -6% 5%
% SHARE 11% 13% 11% 12% 10%
VITAMIN C (VDI) 4.41 5.44 5.31 4.54 3.34
% GR 38% 23% -2% -14% -26% -7%
% SHARE 2% 2% 2% 2% 1%
MYVITA MULTI 11.99 12.11 10.83 10.83 9.70
% GR -9% 1% -11% 0% -10% -5%
% SHARE 6% 5% 5% 5% 4%
PLUSSSZ MAX MULTI 22.76 29.97 29.38 25.95 25.28
% GR 21% 32% -2% -12% -3% 3%
% SHARE 11% 13% 13% 11% 10%
REDOXON 3.59 6.52 7.67 9.14
% GR 82% 18% 19% 37%
% SHARE 2% 3% 3% 4%
OTHERS 61.31 68.18 61.64 44.93 50.35
% GR 12% 11% -10% -27% 12% -5%
% SHARE 30% 29% 26% 20% 20%
ADULT BODY RESISTANCE MARKET201.34 231.69 234.73 229.79 255.50
% GR 13% 15% 1% -2% 11%
6%
Relevant market
(Value)

25. Units
 Pharmaton, Pluszz, Enervon are really
close in term of volume share
 However, Pharmaton significantly
lead market due to its price strategy
BUSINESS PERPORMANCE
8%
8%
8%
7%
69%
Pharmaton(B.I)
Vitamin C (VDI)
Pluszz Max Multi
Enervon
Others

26. BUSINESS PERPORMANCE
1. Enervon declining across levels of pyramid,
especially in Presence.
Plussz is strongest player. Pharmaton is
increasing significatly
PLUSSSZUPSA-C My VitaENERVON PHARMATONH2 2012
Bonding
Advantage
Performance
Relevance
Presence
1%
15%
16%
16%
21%
3%
20%
22%
22%
30%
22%
64%
67%
68%
72%
14%
56%
58%
60%
63%
57%
87%
88%
89%
91%

27. BUSINESS PERPORMANCE
2. The decline in Enervon’s awareness and Trial
has been mainly driven by significant declines in
HCM city
• Pharmaton, on the other hand gained
significantly in awareness and trial in HCM
BUMO
Used in P3M
Trial
Total awareness
1
2
8
37
%
ENERVON
HCMHN
2
2
18
76
1
2
14
77
3
4
17
54
3
7
18
59
1
1
5
68
PHARMATON
HCMHN
3
6
12
48

28. BUSINESS PERPORMANCE
1.Sources of awareness
• Consumers recall of sources of
communication awareness for Enervon stays
flat.
• While Pharmaton seems to have done POS
activities which has increased its
communication awareness significantly in
H2’2012, outside of TV

29. 22
15
9
2
6
2
2
1
1
-
1
1
1
19
14
7
1
4
2
2
-
1
-
-
1
-
REAL product display in drugstores
TV Ad
Newspapers / Magazines Ad
POSM (like banners, flags, top board, display plate, etc.)
Recommendation by pharmacist / drugstore salesclerk
Recommendation by relatives / friends / colleagues
Newspapers / Magazines Article
Outdoor (poster, billboards, public transport)
Recommendation by doctor
TV Program (TV news / Game show / infomercials, etc.)
LCD in supermarket / building
Radio
Source of awareness
21
13
9
1
5
3
2
1
1
1
-
Base: H1’2012 (968), H2’2012 (1018)
TBCA
ENERVON PHARMATON
Sources of Communication
Significantly different at the 95% confidence level
H1 2012 data
1
-
H2 2012
H1 H2

30. 2. TVC
• Enervon and Pharmaton were the major
spenders on TV in H2’12, with Enervon
launching its new ‘Office’ ad and Pharmaton
continued spending on its ‘Effervesence’ ad
BUSINESS PERPORMANCE

31. 0
5
10
15
20
25
30
35
40
45
50
Calcium
Sandoz
Calciun
Hasan
Kingdomin Plussz Pharmaton Enervon C
Share of Voice – TV ads (H2 2012)

32. • Most of the spend on ‘Office’ was on the 15s
cut down version
Enerv
on
Office
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec.
2012
Campaign Background: Timeline
154
GRP
s
Enervon 30s
4 GRPs Panel Spons.screen
447 GRPsEnervon cut down 15s

33. •Enervon previous TVc ‘Office’ ad is not able
to cut through well – with low recognized and
branding
TVC Evaluation
Enervon – Office (606) GRPs
(R9 2012 – R12 2012)
Communicated: Enervon helps to enhance body resistance everyday
& overcome tiredness
Pharmaton effervescence – 1,062 GRPs
(R12 2011 – R8 2012)
Communicated: Using Pharmaton help you overcome tiredness & stress

34. Peak Correct Parent
Branding
Peak
recognition
Base those seen Ads 35 57 (470 ads)
Correct prop. branding 35% 21% 51%
Mis. to other brands 0% 1% 13%
Don’t know 65% 78% 36%
Pharmaton Effervescent
(%)
30/01/2012 –
26/02/2012
7
34
Significantly different at the 95% confidence level
TVC Evaluation
Enervon Office
(%)
19/11/2012 –
16/12/2012
9
26
Vietnam
average
%
66
36

35. 2. TVC
•The ad did not catch consumers’ attention
as they found the ad to be not so enjoyable
with rational response to the ad also below
the Vietnam average.
• Engineer ad also performed somewhat
better for Enervon previously.
BUSINESS PERPORMANCE

36. Vietnam
average
%
Significantly different at the 95% confidence level
TVC Evaluation
Enjoyable
More appealing
It is eye-catching
Brand really different
Relevant
Believable
New information
Likely to use
Base: seen ad
EmotionalRational
4
16
16
12
16
15
15
12
22
23
NA
16
22
26
28
20
Enervon Office
(%)
20/08/2012 –
21/12/2012
(108 ads)(134)
TV Ad - Emotional & rational
response (Top box %)
14
15
16
15
21
16
22
14
(370)
Pharmaton
Effervescent
(%)
26/12/2011 – 19/08/2012

37. BUSINESS PERPORMANCE
1. Enervon is not really defined on any of
its intended attributes and on any
particular area.

38. 8
8
14
9
7
10
11
4
12
9
11
10
12
9
16
15
21
17
16
19
18
17
25
14
16
19
20
20
18 10 22 45 37 58
Does not give me the feeling of taking medicine
Shows immediate results
Provides more energy
Promotes overall health
Makes me be more active
Makes me efficient in everything I do
Has all the vitamins and minerals I need
Effectively combats physical tiredness / fatigue
Enhances mental activities
Makes me feel younger
Enhance immunity to recover from illness quickly
Enhance immunity to avoid common disease
Protect health from weather changes and pollution
Provides health to take better care of my family
AVERAGE
2
12
3
2
2
2
1
1
8
1
9
2
5
2
3
2
8
1
7
2
1
2
2
2
4
2
0
57
54
55
55
54
52
58
71
58
51
58
58
62
65
43
43
43
51
42
42
51
51
49
38
43
47
48
42
3
73
3
3
4
4
4
3
5
3
4
4
0
3
7
3
8
3
3
3
7
3
8
4
0
4
2
Brand Positioning Absolutes (%)
PLUSSSZUPSA-C My VitaENERVON PHARMATONREDOXON
Significantly different comparing with previous period at the 95% confidence level
(540) (228) (640) (888) (884) (995)Base: heard of
H2 2012

39. BUSINESS PERPORMANCE
•Enervon witnessed a decline in its brand
imagery in H2’2012, especially on its key
attributes of ‘combats fatigue’ and
‘immunity
• Pharmaton strengthened on shows
“immediate results” and ‘’enhancing mental
activities’’
•PlusssZ’ is positioned on fatigue/ tiredness
combat efficacy ‘My Vita’ is defined on
promoting overall health.

40. BUSINESS PERPORMANCE
2. Enervon currently has low share of
endorsements, but is defined a little better
than other brands on ‘enhances mental
activities.

41. • Do not give me the feeling of taking
medicine
• Shows immediate results
• Provides more energy
• Promotes overall health
• Makes me be more active
• Makes me efficient in everything I do
• Has all the vitamins and minerals I need
• Effectively combats physical tiredness /
fatigue
• Makes me feel younger
• Enhance immunity / body resistance to
help me recover from illness quickly
• Enhance immunity / body resistance to
help me to avoid common disease
• Protect my health from weather changes
and pollution
• Provides me with health to take better
care of my family
• Enhances mental activities
OwnedShared
Does not define the brand
Neither
Neither/nor Defines the brand
Ignore
Ignore
Ignore Ignore
Retain and stop others closing the gap Retain and stop others closing the gap
Build (if nothing above)
Try to own?Try to own? (If nothing to the right)
Positioning Planning Matrix - Enervon

42. 0
1
2
3
4
5
6
7
8
9
10
-00 -00 -00 -00 00 00 00 00 00
Positioning Profile
Shareof
Endorsement
0
5
10
15
20
25
30
35
-20 -10 0 10 20
MYVITA
ENERVON
PLUSSSZ
REDOXON
PHARMATON
UPSA-C
Enhances mental activities

43. BUSINESS PERPORMANCE
3. Enervon is working quite good on
‘’providing Immunity” and ‘’keeps me
going” - basic essential that any Vitamin
brand needs But Enervon is lagging in
terms of communicating 'immediate
results” and ’’not medicine’’
•'Mental enhancement' and 'active' are
strong drivers for us, where Pluzz – the
leader of market is weaker

44. Category
Immunity
Provider
30%
No
Medicine
17%Mental
Enhance
r
6%
Immediat
e Results
12%
Keep Me
Going
14%
Active
6%
Others
15%
Pluszz
Immunity
Provider
25%
No
Medicine
8%
Mental
Enhancer
21%
Immediate
Results
2%
Keep me
Going
17%
Active
13%
Others
14%
Enervon
The category ,Pluszz and Enervon ‘s trial drivers

45. •Enervon has weakening brand equity due to declining
presence and trial. Simply, consumers don’t know enough
about the brand for it to be relevant and try
•Communication channel (TVC, POSM…) not effective,
consumers recall of sources of communication awareness for
Enervon stays flat -> reducing opportunity to have a positive
impact on the brand
•People misunderstand Enervon as medicine instead of vitamin
supplements, partly because of their tablet format.
•Enervon is not defined clearly on any particular area and any
of its intended

46. •There’s opportunity if Enervon launch eff. format to
increase volume share by making people know that it’s
not kind of medicine
•Enervon is defined a little bit moreon ‘enhances
mental activities’’- basic essential of Vitamin brand
need

47. OBJECTIVES
MMO increase penetration
volume
value shares
Strengthen brand’s presence and relevanceMCO
Build credibility, clear positioning Evervon
effervescent as the best increasing body
resistance vitamin, not a kind of medicine

48. MESSAGE
Enervon effervescent is the best
immunity providing and mental enhancing
vitamin for daily activities of adults .

49. PRACTICAL REQUIREMENTS
1. Geographical Scope
HA NOI
HCM
city
In 6 big cities in Vietnam

50. PRACTICAL REQUIREMENTS
2. KPI
a. Share (value and volume)
b. Brand health tracking
c. Sources of awareness (among chann
d. Brand positioning matrix
e. The trial drivers measure

51. •The BrandKey Vision and Brand Communication
Idea (or holding BCI).
•The Campaign Idea Agency Brief, plus the
Campaign Idea with Communication & Channel
Strategy if briefing for an execution
• The TV Usage Form if briefing for a TV
execution
ATTACHMENTS