The campaign brief 场景学习单

A client request asks for a campaign that feels modern, trusted, and unforgettable without naming a specific audience or action.

一份客户需求要求广告现代、可信且令人难忘，却没有说明具体受众或行动。

ACCOUNT LEAD

The client knows the feeling they want, so a detailed brief may restrict the creative work.

客户知道自己想要什么感觉，过于详细的简报可能限制创意。

STRATEGIST

A mood is not yet a strategy; we need to know whose behavior should change and why.

一种氛围还不是策略；我们需要知道要改变谁的行为，以及为什么。

STRATEGIST

Define the audience, current belief, desired action, supporting proof, mandatory limits, channel, budget, and success measure.

明确受众、当前认知、目标行动、支持证据、强制限制、渠道、预算和成功指标。

ACCOUNT LEAD

We will return with a one-page brief and mark every assumption that still needs evidence.

我们会整理一页简报，并标出每项仍需证据支持的假设。

The vague request becomes a shared decision document rather than a collection of attractive adjectives.

模糊需求变成了共同决策文件，而不再只是一组动听的形容词。