What do we, the marketers, need to create the campaign

Problem

The task is to make a 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 on the brand deliverables, ROI expectations, validation metrics, and compensation structure.For this assignment, you are working "backward" 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 make the brief that resulted in the various agency partners developing the IMC campaign. The Brands and Companies that you can select from will be provided. You should review the parts of the campaign that are shown at the link for each 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.1 of 4

A. Purpose of the Brief: What do we, the marketers, need to create this campaign? Why is our company reaching out to the agency? What help do we need?

B. Problem/Opportunity Statement: What is the problem we are trying to solve, or the opportunity we have to achieve with this campaign?

C. Media Strategy: Where/When are we telling our target audience our message?