Advertising Brief

O2I ADVERTISING BRIEF
O2I offers customized advertising solutions to meet your

requirements. We understand that products and markets are
dynamic and evolving, and that no two projects are alike, so
there’s no ‘one-size-fits-all’ advertising brief. However, it helps to
spell out the details so that we arrive at a one-page summary of
what the communication is intended to achieve. This will help us
serve you better.
THE CLIENT: WHICH BRAND/PRODUCT:

DATE OF BRIEF: CLIENT’S BUDGET:
CLIENT CONTACT:
DEVELOPMENT/PILOT BUDGET: REVIEW DATE : PRESENTATION ON:
THE COMMUNICATION REQUIREMENT:
Please indicate where you would like to run the

advertising campaign. Like TV Advertising, Press
advertising, Radio, Cinema Advertising, Outdoor, In-shop ads,
Print poster, Print literature, Audio-visual Program, Packaging
design, Events/Sponsorships, Promotion ideas, Direct
communication, Corporate identity, New media etc.
DETAILS OF THE CAMPAIGN:
What do you want the creative team to produce? A

campaign or a one-off ad? A single TV/press ad or a series? A
long-running campaign or a tactical exercise? Any guidelines
on size, color, duration? Should the campaign include ideas
for promotions, direct mail, in-shop merchandizing, online
advertising, etc?
Please mention the primary languages in which the

campaign will appear.
WHAT IS THE PRODUCT/SERVICE?
What is the value proposition of the product? What are

the emotional and rational benefits of the product that back
up this claim?
WHAT IS THE MARKET?
Overview of the market, competitive brands, competitive

product categories if any, product history, advertising history,
existing advertising if any.
WHAT IS THE POSITION THE BRAND SHOULD OWN IN THE CONSUMER’S MIND?
How you want to position the brand in consumer’s

mind. Some questions to help you are: What is the core
essence of the brand? How will it differentiate itself from its
competitors? This could be something that is offered by the
product or service. Or it could be something that the
consumers are looking for in the category. How could we own
the high-ground in the product category?
WHAT ARE THE RESULTS YOU WANT TO ACHIEVE?
What is it that the company/product/service wishes to

achieve overall? This is the marketing objective. What is
your business objective in creating this communication? What
is the key business issue you are facing? What are the
measurable effects of our efforts? This is the advertising
objective.
WHAT IS THE TASK AHEAD?

What is the opportunity you see in the marketplace?
What do we have to do with the brand to grasp this
opportunity? If there’s an interesting, inspiring fact about the
brand or the assignment, share it with us here.
WHO ARE WE TALKING TO?
Paint a portrait of the target customer. Don’t write a

description… instead write how s/he feels… what s/he likes…
what motivates her/him. Think about who or what influences
this person.
WHAT IS THE CONSUMER INSIGHT?
Put down key consumer insights. If you have marketing

research, it will be useful here. Why do your target consumers
use the brand? Why don’t they use it? How do they relate to
the product category as such? What is the main issue
standing in the way of achieving the business goal?
WHAT IS THE CONSUMER ISSUE OR BARRIER?
What does the person currently feel, think and do?

What do we want him/her to feel, think and do? Highlight the
main consumer issue that’s standing in the way of meeting
the business objective.
WHEN AND WHERE THEY WILL BE RECEPTIVE?
Information on consumer habits, attitudes and

behaviour around your brand/product or product category
will be useful here. Where do they hang out? What do they
read or watch? Who influences them?
WHAT IS THE CHALLENGE?
What should our communication make consumers feel,

think and do? What is the response we are looking for in
consumers to take the brand forward?4Think of the business
objective. Think of the barrier in the consumer’s mind
standing in the way of achieving the business objective. Then
state what we have to do to bring about a change in the
consumer’s thinking.
Remember this is not the place to put down what we need to
SAY but what we need to DO. Make the challenge provocative.
And BIG.
WHAT ARE THE MANDATORY ELEMENTS IN THE COMMUNICATION?
Put down what absolutely, positively needs to be

included. Such as the logo, address, website URL, telephone
numbers, etc.
Also let us know any legal/corporate identity/company
restrictions.

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O2I ADVERTISING BRIEF

O2I offers customized advertising solutions to meet your

THE CLIENT: WHICH BRAND/PRODUCT:

THE COMMUNICATION REQUIREMENT:

Please indicate where you would like to run the

DETAILS OF THE CAMPAIGN:

What do you want the creative team to produce? A

Please mention the primary languages in which the

What is the value proposition of the product? What are

WHAT IS THE MARKET?

Overview of the market, competitive brands, competitive

How you want to position the brand in consumer’s

WHAT ARE THE RESULTS YOU WANT TO ACHIEVE?

What is it that the company/product/service wishes to

WHAT IS THE TASK AHEAD?

WHO ARE WE TALKING TO?

Paint a portrait of the target customer. Don’t write a

WHAT IS THE CONSUMER INSIGHT?

Put down key consumer insights. If you have marketing

WHAT IS THE CONSUMER ISSUE OR BARRIER?

What does the person currently feel, think and do?

WHEN AND WHERE THEY WILL BE RECEPTIVE?

Information on consumer habits, attitudes and

What should our communication make consumers feel,

WHAT ARE THE MANDATORY ELEMENTS IN THE COMMUNICATION?

Put down what absolutely, positively needs to be

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