Spending time up-front crafting a well-organised and clearly thought out brief increases the likelihood of a final outcome with which everyone is happy!
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 project (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.
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