Strategy Toolkit: Dummy brief - Kiehl's

This dummy brief requires you to decode a confusing client brief. Can you help a client understand the challenge they face? This brief asks you to decipher a confusing RFP and deliver a strategic response.

This dummy brief focuses on your understanding of the role of marketing – and, specifically, communications.

Warc has teamed up with the A[P]SOTW – or the Advertising [Planning] School On The Web to give it its full title. This initiative, run by a team of senior planners from across the world, poses challenges for up-and-coming planners and marketers.

We're republishing some of their recent briefs so that users of the Strategy Toolkit can put some of their skills to the test.

This challenge was originally set by Gareth Kay, founding partner of Zeus Jones San Francisco.

It is...

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WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

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