2011-06-25 05:06:00

Liz Taylor, one of our marketing specialists, on a key first step in getting thebest out of your agency.Spending time up-front crafting a well-organised and clearly thought-out brief to your marketing agency increases the likelihood of a happy outcome for all.

The purpose of a well-written brief is to:
  
prevent confusion and misunderstandings from the outset

act as an agreed reference point for both client and agency

provide a starting point from which to measure progress against objectives

create a great way to start a discussion about your business or brand

A well-constructed brief should contain:
  
realistic objectives

an outline of the market place in which the business or brand operates, including: market size, target customers / consumers, competitor brands, distribution channels

a description of the project and the requirements for that proect (the heart of the brief)

an indication of what would not be acceptable in a response

a time plan with ideal response dates

a realistic budget breakdown

Clear, concise written communication combined with a face to face briefing is a positive and productive way to develop and maintain the relationship with your agency..

Posted by The Very People