As an account executive for an advertising agency, discuss the creative brief in terms of the completeness of the information provided and whether the objective is realistic. What additional information should Porsche provide before a creative can begin working on the account?

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Background Market research found that potential cus- Information: tomers balked at the idea of buying a car Message Theme: just to sit around. When asked what kept them from driving the car every day, they said, "I don't feel comfortable driving in city traffic. It doesn't have the technology that I need to manage my everyday life. It doesn't have space for passengers." The Porsche can be driven every day for normal activities. It does not have to sit in the garage and be driven only on week- ends. It has the newest technology and can comfortably carry passengers. Constraints: All ads must contain the Porsche logo.