how to brief an agency... it's so simple!
TRANSCRIPT
LAY’S AGRO PROGRAM:
ZMIANIA POSTRZEGANIACHIPSÓW LAY’S
Prezentacja przygotowana przez:Questia Sp.z.o.o Sp.k oraz Kamikaze Sp.z.o.o
WHERE DO WE WANT TO BE?
Think of this as your destination
Define the single measurable objective that looks like success
This could be an increase in sales, changing attitudes or behaviour.
Time-bound target.
WHAT ARE WE DOING TO GET THERE?
Marketing strategy, a communications strategy or a campaign strategy
Tell your agency how it relates to your other activities so they can
think about how this ad will complement existing or other planned
activities.
WHO DO WE NEED TO TALK TO?
Define your target audience
Include: demographics, lifestyle, current engagement, attitudes —
anything you think is relevant
HOW WILL WE KNOW WHEN WE HAVE ARRIVED?
How will you know you’ve been successful (reached your destination)
How will this be measured
TIPS ON WRITING THE BRIEF
Make sure you have a clear objective or idea before you write it
Think about your audience - get them excited
Write clear, active statements. No long sentences
No jargon, no internal lingo
Only include the most important information in the brief
Attach any otherrelevant material separately
Keep it short.
BRIEF FORM
BRIEF FORMBackground: ______________________________________
Brand Info: _______________________________________
Product: __________________________________________
Target Group: ______________________________________
Business Objectives : ________________________________
Strategy: __________________________________________
Requested Work: ____________________________________
Timing: ____________________________________________
Aim Of The Project: ___________________________________
Constraints : _________________________________________