how to brief a marketing agency and create kickass campaigns

HOW TO BRIEF A MARKETING AGENCY AND

CREATE KICKASS CAMPAIGNS

MEET Wonder Marketer

Wonder Marketer knows just how important briefs are(that’s why he wears his outside his trousers…)

Wonder Marketer knows that if you want to get the campaign right, you have to get

the brief right first

Poor campaign briefs lead to all sorts of nasty situations...


Errors and mistakes!


Errors and mistakes!Misalignment of expectations!



Poor performance!



Poor performance!

Inefficient communications!



Poor performance!

Inefficient communications!

Strained relationships!

So why do so many marketers provide poor briefs - or even no brief at all! -

when working with agencies?

VILLAIN NO. 1: The Busy Bug“I’m too busy - I don’t have time to write a brief...”

We get it - there’s never enough hours in the day, and good briefs take time

But Wonder Marketer knows that getting the brief right will save you a

ton of time in the long run

Less back and forth on campaign details

Clear definition of what’s required and

expected

Fewer mistakes and quicker turnaround

times

Vanquish the Busy Bug by investing time up front to save

you time in the long run

VILLAIN NO. 2: Miss Alignment“I’m not sure what I need to include in a brief...”

Wonder Marketerknows that all good briefs start with strong objectives

As an agency, our goal is to help you achieve your goals, but if you can’t tell us what they

are that becomes much more difficult!

Your campaign objectives should define three things:

Purpose of your campaign - the why

Desired outcomes and end results - the what

Target audience - the who

Your agency’s role is to to work out what channels, platforms and activities will achieve

your objectives - the how

Banish

Miss Alignmentby defining and agreeing your campaign objectives

VILLAIN NO. 3: The Shirker“Isn’t it the agency’s job to create the brief…?”

Leaving an agency to define the brief on their own is like letting a 5 year old

dress themselves with no supervision… they will probably come up with something

fabulous and interesting, but it might not be quite what Mum or Dad had in mind

Equally, the brief shouldn’t be completed in a fortress of solitude - it’s a collaborative effort between marketer and agency to define the

scope and requirements

Wonder Marketer relies on input from both sides of the table to create - and agree - the

best brief possible

Outlaw the Shirker by working with your agency to define, review and

agree the brief

Wonder Marketer’s three simple steps to kick ass campaign briefs:

Invest time in creating a thorough brief

Make sure you define your objectives

Collaborate with your agency for the best

results

Want to save the world of marketing one kick ass campaign at a time?

READ THE CMO’S DEFINITIVE GUIDE TO HIGH-PERFORMING PROMOTIONAL CAMPAIGNS

DOWNLOAD NOW

http://content.tomorrow-people.com/cmos-definitive-guide-to-high-performing-promotional-campaigns






how to brief a marketing agency and create kickass campaigns

Marketing