That is generally true: prior to any professional communication you have a goal, assumptions, messaging, etc. Why would you produce communication at all, if you had not?

Marketing people often think there is a cookie-cutter rulebook you should follow, but there is not.

We are living in the "the bird is freed" and "nice genes" era of corporate communication.

Oh, and I'm not going to tell you what it was, and 'don't try to guess'.

/s