What is the strategic shift that you would recommend and why? 3. What executional changes or ideas would be more effective than current? 4. What do you think Millennial consumers feel about this brand (based on the current ad)? 5. How you want Millennial consumer to think and feel as a result of seeing your new ad? What emotions do you aim to trigger? 6. What is the most relevant and differentiating idea that will surprise consumers or challenge their current thinking of the brand? 7. What is the psychological, social or cultural tension associated with the idea? 8. Brand insight (motivating truth about the brand that the advertising will project)? 9. Customer insight (motivating truth about the target? i.e., how does new brand story help them do their story? 10. Brand personality 11. Through line for the idea 12. Assess their current through-line vs. your recommendation for a new line. (You may decide to keep the current line, but you must explain your rationale.) 13. Focus on your big strategic idea Answer all questions in bullet point