Background: Why a brief?

The starting point for any marketing communication initiative is the creative brief. A client brief is a document developed by the client that contains vital information about the communication task at hand. The information contained in the brief is presented and discussed with the advertising agency so that the strategic planners,creatives and media planners fully understand the nature and scope of the assignment.

Requirements: What do you need to do?

Assume that you are the Brand Management team fora launch

Your task is to make communication (client) brief to effectively outline necessary information for the campaign and to seek approval to proceed from the Chief Marketing Officer.

Once approved by the CMO the 'Brief' will be presented to the Advertising Agency, Media Specialists and Creative Boutiques as required. It is critical that all agencies meet together with the client in a collaborative effort to agree to the brand deliverables, ROI expectations,validation metrics and compensation structure

For this assignment, you are working "backwards" so to speak. You have been given a selection of brands/companies and advertising examples below from which your group will select one brand and develop an IMC campaign. Now your task is to create the brief that resulted in the various agency partners developing the IMC campaign.

The Brand and Company that you can select from is below. You should review the parts of the campaign that are shown at the link for brand.In terms of IMC, only the part of the campaign that won a marketing award is shown here.But there is a short synopsis of each campaign about what it was about and why. This should give you a start on the Client Brief.

Client: McDonaldsCampaign:

"Human Clock"Agency: Leo Burnett Toronto/ Leo Burnett Vietnam

https://marketingawards.strategyonline.ca/winners/winner/2020/?e=99622&u=Advertising%20II&n=Human+Clock

1) Budget:All inclusive. Address Agency Compensation Structure?

2) Geographic Region.Test/Pilot Launch, Nationalor Regional Campaign (English and French)?

3) Agency Partnerships:i.e. Specialty niche/boutique,production, digital agency. IncludeSponsorships if appropriate?