Pitch Dictionary by pitch.dog
Brief, strategy & proposition · Working

Single-minded proposition

Also called: SMP, single-minded message

ELI5

A deliberately focused statement of the one main thing the campaign should communicate.

Used in conversation

“The agency wants the single-minded proposition addressed clearly in the next round.”

Pitch context

You may hear this during a commercial brief, treatment, bid, award or pre-production process.

Why it matters: Helps interpret the brief, director treatment, bid, award, production process and campaign deliverables.

Connected terms

  • PropositionA proposition is the core claim or offer; a single-minded proposition deliberately reduces it to one dominant communication.
Sources & evidence · 6

Direct term-level sources and supporting source families.