Client Brief — House of Media

How to use this brief

This brief gives House of Media the business context, priorities and practical requirements needed to develop the right strategic, creative and commercial response.

Please keep answers concise and refer to existing documents where available. Fields marked with an asterisk (*) are the core inputs for our initial discussion. Use “To discuss” for open decisions and “House of Media to recommend” where our input is needed. We will clarify outstanding points together during the briefing meeting.

Use one brief for each assignment or ongoing programme. Individual campaigns should have separate briefs where their objectives or requirements differ.

Section 00

Brief overview

Client company

Brand(s), product(s) and priority packs

Project / programme name *

Assignment type *

Client brief owner *

Brief date and version

Section 01

Background

What has created the need for this assignment? Describe the business challenge or opportunity and why it matters now. Include relevant commercial constraints, such as product availability, pricing, distribution or shifts in demand.

What has been done before, and what did you learn? Summarise previous activity, results and lessons. Identify what should be continued, changed or avoided. Existing reports can be referenced rather than repeated.

Section 02

Objectives

Primary business objective * What is the single most important business outcome this assignment should support?

Communication objective What must communication achieve to support that outcome—for example, strengthen consideration, change a perception or encourage a specific purchase behaviour?

Secondary objectives — if any Identify no more than two supporting objectives, in order of priority.

Targets and measurement sources should be recorded in Section 11.

Section 03

Audience

Primary audience * Define the priority consumers, shoppers or trade audience. Include relevant age or life stage, geography, purchase and consumption occasions, and current relationship with the brand.

Secondary audience — if any Identify any additional audience and explain why it matters to this assignment.

Current behaviour and main barrier What does the audience choose or do today? What is the main barrier to the desired change?

Desired response What should the audience think, feel or do differently after encountering the work?

Insight or evidence Share any consumer or shopper insight, research finding or observation that should shape the approach. Identify the source where available and distinguish evidence from assumptions.

Section 04

The message

Main message or proposition What is the main message the audience should take away? Share the agreed proposition, if available. If developing it is part of the assignment, indicate “House of Media to develop.”

Reasons to believe What approved product truths, benefits or evidence support the message?

Tone of voice Describe the intended tone and any existing verbal guidance that should shape the work.

Section 05

Scope & deliverables

Scope requested * For each area, indicate one status: Requested from HOM / Led by the client or another partner / HOM to recommend / Not required

Strategic planning and campaign development

Content planning, social media and community management

Graphic design, key visuals and adaptations

Film, photography, motion, animation and AI-assisted production

Media planning, buying and optimisation

Influencer partnerships and public relations

Consumer activations, events and retail communication

Websites, digital experiences and measurement tools

Other requirements

Known deliverables List any required outputs, quantities or publishing cadence, formats, durations and language variants. Distinguish confirmed requirements from preferences. Where deliverables are not yet defined, indicate “House of Media to recommend.”

Existing teams, partners and scope boundaries Please identify the teams or partners involved, their responsibilities and anything explicitly outside this assignment. Note any existing commitments that must be accommodated.

House of Media leads the response and draws on specialist capabilities where required. Delivery responsibilities will be confirmed in the proposal.

Section 06

Channels & platforms

Confirmed channels and touchpoints Identify where the work must appear, including mandatory platforms, media channels, retail environments and partner channels. Attach an existing channel or media plan, if available. If channel selection is open, indicate “House of Media to recommend.”

Paid media responsibilities and commitments Who will handle media planning, buying, optimisation and reporting? Note any existing bookings, fixed formats or agreed media commitments.

Section 07

Brand direction & requirements

Global / regional direction and local adaptation Is this assignment based on an existing Pepsi campaign platform or toolkit, or does it require original local development? Please clarify what must remain unchanged and where local adaptation or new creative development is permitted.

Mandatory brand elements Identify required logos, packaging, product depictions, approved claims, taglines, partner branding and legal lines. Reference the applicable guidelines or toolkit.

Policies, restrictions and cultural considerations Share the brand, legal and responsible-marketing requirements applicable to this assignment. Include any audience or age parameters, cultural sensitivities, restricted themes, influencer requirements, and policies governing AI-assisted production or the use of supplied materials.

Existing assets and usage rights Identify approved materials available for reuse and any restrictions on territory, channels, duration, music or talent rights. Include any known usage-rights requirements for newly created work.

Section 08

Competitive context & references

Priority competitors and market activity Which competitors or alternative consumer choices should inform the work? Please share any relevant activity, market intelligence or internal analysis.

Creative references Share examples of work that reflect the desired direction and explain what is useful about them. Include examples to avoid where they help clarify the brief.

Section 09

Budget & commercial parameters

A working range is sufficient at this stage. Please clarify what it covers so that the response can be developed at the appropriate scale.

Available budget or range *

Period covered

Budget coverage

Budget status

Existing allocation — if any

Procurement requirements — if any Identify any proposal format, supplier onboarding, purchasing or contracting requirements that may affect the response or delivery timetable.

Section 10

Timing & dependencies

Please distinguish fixed deadlines from preferred dates. House of Media will develop the working schedule against the agreed scope and approval process.

Response / presentation required by *

Final asset delivery, if already fixed

Launch / go-live or programme start *

Campaign end or initial programme term

Other critical dates or commercial moments

Dependencies affecting delivery Identify any dependencies that may affect timing, such as product readiness, access to assets, media bookings, partner commitments or approval lead times.

Section 11

Measures of success

Identify one primary measure and up to two supporting measures linked to the objectives. Where baselines or targets are not yet available, indicate “To discuss.”

Priority KPI Current baseline Target and period Data source / owner

Primary

Supporting — optional

Reporting Specify the preferred reporting frequency, format and recipients. Where measurement depends on client or third-party data, indicate what can be made available.

Section 12

Expected response & approvals

Expected response from House of Media * What should our initial response include? Indicate whether you require a strategic approach, recommended scope and fees, creative concepts, a production proposal, or a combination. Note any required presentation or submission format.

Evaluation criteria What are the main criteria for assessing House of Media’s response, and which take priority?

Review and approval process

Day-to-day contact

Final decision-maker

Other required reviewers

Review stages and turnaround

Consolidated feedback owner

Section 13

Supporting materials & additional context

Supporting materials Please share relevant existing documents rather than recreating them. These may include brand guidelines and campaign toolkits, the marketing calendar, consumer research, previous campaign results, product information, media plans and approved creative assets. Note any access or confidentiality restrictions.

Additional context Is there anything else that could materially affect the approach, scope, timing or delivery?

Brief review

For completion after the briefing meeting.

Brief version reviewed

Review date

Client and House of Media reviewers

Outstanding decisions

Next steps

House of Media will review the brief, clarify open points and confirm its understanding of the assignment before developing the response.

The proposal and scope of work will set out the recommended approach, deliverables, responsibilities, fees, schedule, usage rights and revision rounds for approval.

Send the brief

Two steps. Save the completed brief as a PDF, then send it to m@houseofmedia.uk with the pre-filled email. Nothing leaves this page until you choose to send it.

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