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Questions:
Intoduction
Write half a page.
Excellent exposition of the history of the organisation and product category. The introduction succinctly communicates the business case sharply, including many related issues. Evidence that the team has prioritised these issue
Campign objective
Write half a page.
Objectives clearly spelt out with a sharp and precise articulation of the assumptions and rationale for adopting these objectives. Evidence or research suggestions to show how these objectives can be measured.
Consumer insight
Write one and a half pages.
Excellent marketing research and competitive analyses.
Evidence that research yields in-depth consumer insights. Evidence that the team then use these insights to come up with one key insight and then logically and convincingly suggest a positioning for the brand and the creative idea.
Creative idea and intergration
Write three pages.
Excellent justification why this particular brand name, logo, slogan and creative concept were created. The justification shows some logic that these creative elements are
(i) consistent with the desired positioning,
(ii) easy to decode
(iii) can create contagion or connection with the selected media and
(iv) reinforce each other. Clear, succinct and convincing argument.
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