Potential employer wants to me to write a POV for a brand, is there a specific framework you’d use or specific length?

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We just had a presentation about this at work today! basically break down:
(1) strategy - while the execution might be lacking, the strategy might be really sound. So they reco you keep them separate.
- does it fit with previous brand work
- does it make sense for the brand
- why are they doing it
-what does this mean for others in the category
- who are they targeting? Is it their usual target?
- etc.
(2) execution - all the details around how that actually came to life.
- was it a new tone or writing style for the brand? Was it funny / sad / cloying / etc?
- how was colour used? Or music / sound? production design?
- did it feel New / fresh / dated?
- is it a piece of a larger campaign

And finally, make sure it’s clear (1) what does ALL this mean for the client, and (2) does the agency reco they do anything about it?

And in general, i hate when agency POVs are always about how the competitive ads sucked, and just points out strategic and executional failures of competitors. Sometimes competition do good work, and if we acknowledge that to clients it keeps us all sharp.

😁

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While it sounds like a lot to cover, you can keep it pretty succinct. In my experience I break it into a few sections (some are point form and some are paragraphs). But generally I keep it to a page max

Is this specifically for social? Paid? Organic? Influencer?

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A start with a brief assessment of the market/category (growth, contract, redefine) and then a 30k foot SWOT (strengths, weaknesses, opportunities, threats). Keep it at a strategic level. DO NOT give away plans or tactics. Source your thinking. Make them hire youto get the details

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