This assignment has two parts: a creative brief, and two creative concepts based on the brief:

Part $1$: Write a $1-$ to $2-$page creative brief for Pampers, your client.

The target audience for this assignment are Millennials. Develop a message strategy for this audience based on your research.

Note: When you discuss the target audience, please remember that $$Millennials$$ is a starting point. It$$s your job to do the research to describe what kind of Millennials and why. Make sure to also apply this approach to future assignments as well.

Begin by researching the company and the industry in which it competes. Gather information about the brand, competition, target audience, etc.

Make sure to use academic sources, including research from various databases available through the Franklin University Library.Links to an external site. $($A simple Google search is not sufficient.$)$

Cite your sources in the brief and include the references in APA formatLinks to an external site. at the end of the brief.

See Action Item $3$ for tips on how to format the brief.

Part $2$: In addition to the creative brief, you are to provide two creative concepts based on the brief you have written. The two creative executions are a TV spot $(30$ sec$.)$ and a Radio ad $(60$ sec$.).$

Note: TV concepts are presented in storyboard form, while radio concepts are presented in script format. Both examples can be found in the book as well as on the Internet.

Follow the brief format below:

Objective: Identify and review the main objectives for the promotional campaign. Describe how the objectives will guide the campaign. Specifically discuss the objectives in relation to the organization$$s marketing strategy.

Target audience: Identify and discuss the target audience. Be specific about who the audience is and why that target audience has been selected. Tie it back to the organization$$s marketing strategy.

Key Message: Identify one key message to communicate in the advertising. This should be one thing only, not two or more. The key message should be clear and specific for your audience.