Agency Briefing

What's in a word

• Misunderstanding is easy-clarity is worth work

Defining "Brief" -Assignment Brief vs. Creative Brief

• Understanding the brief as the markerers 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
• The difference between assignment and "creative" briefs

How to give your agency the best possible change 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

Tactical assignment briefs

• Why one size definitely will NOT fill all your agency's requirements for success
• Each assignment type must have its own set of critical input
• Small projects vs. large projects

Team campaign briefing lab

• Reinforce how critical it is that marketers look at briefs as intellectual products
• Develop a clear understanding about how briefs are built
• Develop a solid skill set on the component worked on during the exercise
• Recognize that mastery of each component takes practice

Review of the day