CREATIVE BRIEF

1. WHAT ARE WE SELLING? What are we selling: Stuff? Membership? Pride? WHAT DO WE WANT TO ACCOMPLISH? NOT ‘sell more stuff’ CREATIVE BRIEF WITH WHOM DO WE WANT TO CONNECT? CLIENT: What’s important to know about the target audience? client name goes here DATE: date goes here ASSIGNMENT: assignment goes here Print? Outdoor? Packaging? Pitch ideas? WHY WOULD THEY LIKE THE PRODUCT? This is stuff the creatives might use when writing copy. MANDATORIES: mandatories go here WHAT SHOULD WE KEEP IN MIND ABOUT THE AUDIENCE? WHY WOULD THEY LIKE THE COMPANY? Strategic Focus What nugget about them informs the main idea? What’s the Brand’s ‘magnetic virtue’? (It should align with the main idea._ TONE? Are we hip or old-fashioned? Irreverent or serious? Etc.

2. WHAT ARE WE SELLING? Canadian Club whisky WHAT DO WE WANT TO ACCOMPLISH? Increase the saliency, currency, and iconography of Canadian Club by creating provocative dramas in which CC is a key player. CREATIVE BRIEF WITH WHOM DO WE WANT TO CONNECT? ‘Salty Dogs’ (45+) and ‘Salty Pups’ (30 - 44) Guys who are fairly affluent ($50k+ HHI), decently educated, go out to dinner fairly often, have a life, read a couple of magazines regularly, prefer expensive liquor. They already drink whisky (and wouldn’t mind if people thought that was cool). CLIENT: Allied Domecq ASSIGNMENT: WHY WOULD THEY LIKE THE PRODUCT? A campaign including print, out of home, radio, and web Smooth. Authentic. Aged twice as long as most Canadian whisky (6 years). Great straight or mixed. A drink of choice for men who are men and women who aren’t girly-girls. MANDATORIES: •’Can you handle…?’ • ‘Smooth. Confident. Canadian Club.’ WHAT SHOULD WE KEEP IN MIND ABOUT THE AUDIENCE? WHAT DO THEY LIKE ABOUT THE BRAND? Though they’re mostly married (80%), that doesn’t mean they’re dead -- they have active fantasy lives and like to look at pretty ladies. Can you handle a whisky drinking woman? Premium TONE? sexy, provocative, classy

3. USA • The Positioning Opportunity • The opportunity for USA is to build on what is good about the brand (its under-leveraged name), and address what’s missing (youth, originality, diversity, humor, relatability, etc.) by moving the channel from the weaker ‘Sum of Its Parts’category to the stronger ‘Something Specifically For Me’ type of brand. • How Do We Do This? • We do this by defining the network not by genre or demo, but by the people/characters that make up ‘The U.S.A.” and that the channel happens to be about and for – Create a people/character-defined club whose members are: • ﾘRelatable (younger, more diverse) • ﾘAdmirable • ﾘOriginal and Unique • ﾘRelevant • ﾘFunny • ﾘInnovators • ﾘDoers • Examples of People/Characters: Adrian Monk (Tony Shalhoub), Johnny Smith (Anthony Michael Hall), , Tom Baldwin (Joel Gretsch), the canine stars of Westminster, tennis stars, John McEnroe, golf legends, the viewers, etc. • This is new territory for cable and a branding niche that has never been claimed by a network. We believe that television will always be a personality driven medium and we should stake claim to the people/characters who make it what it is. • Recommnded Positioning • USA is ‘US’ – characters we relate to – and these are our stories.