How to professionally approach a real world commercial brief

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Reference no: EM133118074 , Length: word count:3000

Assessment Report

Netflix from D&AD New Blood Awards

Assessment brief will be explained in detail from the first week of teaching, followed by tutorials, two assessment briefings, and formative assessment. You will also be able to book appointment for 1-2-1 support. Please use the template as shown below. You don't have to add the executive summary.

REPORT (3000 words)

This is an individual report and the following template will provide you a useful structure. You can work in a group (no more than 4), in pairs, or alone (only if you cannot find the group) but the assessment is an individual report. Use the section 7. Reflection to discuss what lessons you learnt from this process. Indicate that you have worked in a group or in pairs at the start of the report as similar content could result in higher similarity index of Turnitin report.

1. Project Overview (500 words)

How to professionally approach a real world 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
What are the briefs required outcome(s)?
What messaging do you consider appropriate to answer the brief? What do appropriate deliverables look like?

3. Target Audience

Demonstrate that you understand the target audience beyond profiling. Do you have insights?

4. Tone of Voice How can you engage the target audience'? 3 wnrd brief (Sum up your TOV)

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. This concept should be used to inform the look, feel, and message attached to kl...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 Netflix 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

8. References
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

Reference no: EM133118074

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