USP

What is our current ‘brand idea’ AND ‘tone of voice’ (TOV)? And what’s the brand’s vision? (This is the core brand idea to guide the tone and messaging of any piece of communication we do for the brand. )

The creative brief steers creative ideas down specific media considerations. Some agency cultures do not permit media being mentioned however, for fear of media bias compromising creative flexibility and maximization. But we need to present media channels for this assessment. Topic: IKEA: expansion plan for IKEA into Chile. 1. What will be the role of […]

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