Picking the brief apart.

Content/Subject

Fashion
Peacocks
Value
Reputation
Brand


Media/Distribution

Packaging
Displays
Advertising
PR
Campaign


Audience/Context

(Price) Conscious
Awareness
18-45 m/f
Value
Quality


Product/Deliverables

Marketing
Promotion
Awareness
Displays
Campaign



What are we being asked to do?

• Increase brand awareness
• Don't exclude the existing 'family' customer
• Focus on a specific customer or broader appeal 
• Devise an advertising campaign 
• Enhance Peacocks fashion credentials

Problems asked to solve:

• Need better reputation to sell high brand 
• Low brand awareness - despite stores and stats 
• Unsure of target audience
• Secondary location so need to make up for this
• Bring brand into todays market (e.g. facebook) stuck in 1990s