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Assignment Briefing

This event is over.
Begins:Tuesday, May 7, 2013 at 8:30am
Ends:Tuesday, May 7, 2013 at 5:00pm

Reed Smith LLP
10 S Wacker Dr
Chicago, IL 60606


Defining "Brief"

  • Understanding the brief as the marketers manufactured "product" you own
  • "Raw Materials"
  • The industry has become complex and fragmented
  • Consequence/Cost - of extremely poor communication within the Communications field
  • A "brief" is your assignment-by-assignment agreement for agency work.

How to give your agency the best possible chance of success

  • Understand the agency perspective
  • What motivates your agency
  • The results of poor briefing on your agency

The "Universal Components" of brilliant agency briefs

  • Understanding the fundamental building blocks of all campaigns and almost all agency assignments
  • Top 10 components - Weighting the importance of each part of your brief

The types of tactical agency assignments

  • Why one size definitely will NOT fit all your agency's requirements for success
  • Each assignment type must have its own set of critical input
  • You should MASTER yours , small projects vs. large projects

Team campaign briefing lab

  • Develop a clear understanding about how briefs are built
  • Develop a solid skill set on the component worked on during this exercise
  • Recognize that mastery of each component takes practice

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