AGENCY ASSIGNMENT BRIEFING TEMPLATE (EXAMPLE)

Background/Rationale - (short description of the past and current situation);

Conclusions:
Objectives (Brand/Business) they have to be linked with the issues to be addressed resulted from the situation
analysis above. Objectives have to be SMART.
Audience Target Group (Core/Broad) demographic and psychographic, lifestyle insights are welcome for better
targeting.
Action Plan Summary (describe the key actions that have been set to achieve the objectives
ATL
BTL
Other
Agency Tasks/Deliverables list and describe if the case, all items that have to be delivered by the agency team;
Creative Guidelines guide the agency team through the creative boundaries;
Budget: - very useful to give agency team the project scope and determine the creative frame
Mandatories - any content that have to mandatory be part of the deliverables
Considerations references, links and examples