|
 

Assignment Briefing (ONE DAY)

An assignment brief is the document marketers use to give directions for the projects they want their agencies' and other partners to accomplish. The brief should identify your project needs, objectives, target audiences, budget, and timetable and provide relevant background information. The quality of your brief is the key to getting quality work done. Too often, however, the assignment brief is incomplete or simply not done. The goal of this course is to help those giving assignments gain an appreciation for the importance for why and how to draft complete briefing documents.

Today, depending on the company, one-to-many hundreds of individual marketers can interact with separate teams at different agencies on dozens of different assignment types. Regardless whether you are briefing your agencies for traditional advertising, digital direct response, social media, events, etc., the agency requires both the critical brand information, which may stay constant from one brief to another, as well as the tactical information specific to the project being managed.

The challenge is that the complexity of managing the information your agency ecosystem needs to operate efficiently has outstripped the capability of current processes to effectively deliver that information. The result, the costs stemming from the poor briefing processes is staggering.

In fact, research indicates that on average, 30% of an agencies effort is wasted due to poor briefing. While the loss may be considered marginal when compared to the revenue lost by off-brand, off-market, or off-message assignments, it is none the less significant.  More importantly, the friction caused by having to frequently send the agency back to "do the assignment over" keeps agencies and clients from becoming strong partners. 

Therefore, regardless of the revenue that could be gained by faster deliveries, higher quality creative, and more effective campaigns, marketers can pick up a quick 5% to 20% savings by directing agencies' efforts more precisely.

Participants in this course will develop a clear understanding of good briefing skills and processes, as well as an understanding of why initiatives like Integrated Marketing, Agency Consolidation, Lead Agency models, and Pay for Performance must start with good briefing if they are to be successful.

Who This Course Is For:

Marketers at all levels but especially those that will have specific interest including managers engaged in agency management or project briefing, brand managers responsible for agency financial management, marketing sourcing and procurement professionals as well as CMOs, Vice Presidents of Marketing and others responsible for strategic initiatives

Key Takeaways

 

 

 

Course Options

There are currently no scheduled classes for this course. However, all courses are available for onsite delivery. To find out more about how ANA can deliver this course to your business, call us at 212-697-5950 or training@ana.net.

Upcoming Classes

The Art and Science of Brand Building

New York, NY

Elevating Your Creative

New York, NY

Marketing Plan in a Day

New York, NY

Marketing To The New Majority

Plano, TX

Big Data: A Hands-on Workshop for Marketers

New York, NY

How To Optimize Your Agency Partner Relationships

New York, NY

Media Strategy

New York, NY

Integrated Marketing Communications

Plano, TX

Effective Writing For Any Platform

Celebration, FL

Marketing Matters

New York, NY

See all classes

$6,000 Training Credit

ANA Member Companies, as part of their membership are offered one (1) training credit annually. 

Read more >

Upcoming Classes

The Art and Science of Brand Building

New York, NY

Elevating Your Creative

New York, NY

Marketing Plan in a Day

New York, NY

Marketing To The New Majority

Plano, TX

Big Data: A Hands-on Workshop for Marketers

New York, NY

How To Optimize Your Agency Partner Relationships

New York, NY

Media Strategy

New York, NY

Integrated Marketing Communications

Plano, TX

Effective Writing For Any Platform

Celebration, FL

Marketing Matters

New York, NY

See full schedule

Webinars

Five Tips for Creating Impactful Live Brand Experiences

Webinar 

Rich Media: What Marketers Need To Know

Webinar 

The Essentials of Programmatic Buying

Webinar 

Protecting Brands in the Event of a Data Breach

Webinar 

Effective Content Marketing: What Marketers Need To Know

Webinar 

See full schedule