Background

In marketing, PR and strategy, the "background" (or background information) refers to the collection of preliminary information, context, history, and data necessary to understand a project, a company, or a market. It is the "who, what, where, when, and why" that underpins any new initiative.

What it's used for / Why it's important

The background is the most important section of a creative or strategic brief. Without a solid background (Who is the company? What is its history? What is the problem to be solved? Who are the competitors? What attempts have already been made?), it is impossible for an agency or a creative to develop a relevant and effective strategy or advertising campaign.

When it's used / In what context it's useful

It is always used at the beginning of a project, to align the team and any agency. It is the fundamental content of:

• Creative Briefs: The "Background" or "Context" section.

• Marketing Plans: The "Scenario Analysis" section.

• Press Releases: A "Backgrounder" (a detailed information sheet) is often attached, which provides journalists with the company's history or the product's technical details.

• Storytelling: It represents the exposition, i.e., the context and the past (e.g., of the brand) that justify present actions.

Practical example

A client asks for a new advertising campaign for a fruit juice. The "background" they must provide in the brief includes: "We have been the leader in orange juice for 30 years, but we are losing market share among Millennials (our target) to energy drinks and artisan smoothies. Our objective is to reposition ourselves as a healthy and quick breakfast choice."