INTEGRATED COMMUNICATION BRIEF:

Project
Owner
Approval team
Contact point

THE BRIEF IN A SENTENCE

(You should be able to summarize the brief in one sentence. If you can’t; are you clear about
what you want? This will take some crafting. Typically, you will start with this and revise once
you have completed the brief. This will involve working with the internal teams (brand, media,
product) & potentially agency partners.

BUSINESS CONTEXT & OBJECTIVE

(Provide a view of the key brand ambition & job(s) to be done reflecting relevant category,
segment & competitive considerations. Include relevant business objectives as context for
communication)
1. Background:
2. Business Objective:

3. Proposition:

4. Situation

CAMPAIGN OBJECTIVE & DESIRED RESPONSE

(Provide direction on what this brief should achieve & how it will be measured. The campaign
objective should aim to deliver the marketing objective, which in turn should deliver the business
objective)
1. Campaign Objective:

2. Desired response:

PRODUCT
PRODUCT
(Describe the key product/service offering and how/why it benefits end user How does this
compare to other products in the market? What is the customer value proposition?)
1. Emotional benefit:
2. Functional benefit:

3. Other notes:
3.1. DO:
3.2. DON’T

TARGETED SEGMENT & CUSTOMER INSIGHT

(What does this audience aspire to, and how can TCB help them to make that aspiration a
reality)

1. Target Audience:
2. Insight:

AGENCY SCOPE OF WORK & DELIVERABLES

BUDGET AND TIMINGS

Budget

Timings