According to the creative brief used by Leo Burnett,a support statement is a brief statement of either the advertising's tone or the long-term character of the brand.

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Procter & Gamble and Leo Burnett use a simple creative brief with three parts: an objective statement, a support statement, and a tone or brand character statement. In some agencies the creative brief may be referred to as a copy platform, a work plan, or a copy (or creative) strategy document.

According to the Creative Brief Used by Leo Burnett,a Support