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Posted: April 18th, 2022

What problem are you being asked to solve?

BRIEF
1. Project Overview (500 words) How to professionally approach a real wnrld commercial brief. What problem are you being asked to solve? Why, who, what? Which is more important to your reading of the brief? 2. Project Deliverables & Scope (500 words) What are the brief’s required outcome(s)? What messaging do you consider appropriate to answer the brief? What do appropriate deliverables look like? 3. Target Audience (500 words) Demonstrate that you understand the target audience beyond profiling. Do you have insights? 4. Tone of Voice (TOV) (400 words) How can you engage the target audience? 3 wnrri brief (Sum up your TOV) Example: “Dewars live true” https://www.forbes.comisites/joemicallef/2018/10/22/dewars-plans-for-a-blended-scotch-resurgence-with-live-true-campaignOsh=57b84c343e83 5. Campaign Concept Statement (Big idea) (500 words) What is consumer benefit? Why should we believe your messaging? Note: Your campaign concept serves as the unified theme — or red thread —for your campaign as a whole. The tone of one’s voice (TOV) (400 words) What strategies can you use to engage your target audience? 3 wnrri briefs in total (Sum up your TOV) As an example, “Dewars live true” is a campaign that can be found at https://www.forbes.com/sites/joemicallef/2018/10/22/dewars prepares for a blended scotch resurgence with the “live true” campaign. 5th, the Campaign Concept Statement (the main premise) This concept should be used to inform the look, feel, and message attached to allot the deliverables you are creating. 6. Campaign Inspiration (200 words) Use this space to drop in both links and images that effectively demonstrate campaign elements you admire. 7. Reflection (400 words) What lessons have you learnt from this process (of working with Nefflix brief)? What was your role in the group and specifically your contribution? If you have worked without any group, reflect on the tutor’s feedback. Feel free to use theoretical materials on Moodle (Gibbs’ reflective cycle, Tuckman’s 5 stages of group development, or Belbin’s theory) to help your critical reflection. Main aim is to critically reflect on your experience and the tutor feedback from the formative assessment or any other discussions in the tutorial. 8. References (Not included in the word count) Minimum number of references: 6 • Academic literature (e.g., textbooks, peer-reviewed journal articles) • Industry reports (e.g., MINTEL, others available online from credible third-party companies) • Trade press, consumer press, credible news (search through the marketing and advertising industry magazines for news reports and analysis) (e.g., Campaign, Marketing Week, Drum) • For all _ of the above, WARC [available on Greenwich e-database] has extremely useful resources
*Word count per section is only indicative and does not always have to be met. You can add a u section if needed.

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