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Summary of job
What you want to achieve from this job. E.g. Increase in sales, increase in traffic, increase in perception, etc. Please keep this brief, less than 3 objectives.
Give all relevant information here that can help the agency. Past work, what you want to communicate, factual information, proof points.
What’s going to happen, campaign flow (can omit if this is to yet to be defined)
Who are you targeting? Primary audience and secondary audience.
Dates for when this is happening and campaign milestones.
Only for new brands (can omit if brand tonality is already defined)
How much money is budgeted for this (list whether it includes or excludes media).
The key takeaway you want the audience to leave with.
Campaign’s product’s unique selling point.
List down each touchpoint you need. Channels to be distributed. Banners, print, brochure etc.
What are the pointers that have to be included. Copy that you need listed.
Any relevant visual, copy style, examples of layout in media buys etc.
Any relevant information
List down anything else you think would help the agency to communicate what you want.