How to Brief a Marketing Agency

A new client recently emailed us a brief here at Mano Design. It was very brief brief indeed. All it said was, "Can you write me some copy for a postcard?" Resisting the urge to write, "Dear Customers. Having a wonderful time - wish you were here. Love, The Client," we asked him for a more detailed brief and explained why it was necessary.

Why Write a Brief?

Even with something as simple as a small piece of copy, a proper brief will save you time and money.

The agency will also have a better chance of getting the work right first time, so you get the quality of work you expect.

Plus, it gives you something to measure the agency's work against; i.e. how well they responded to and met the brief.

What is a Brief?

A brief (sometimes called a 'creative brief) tells the agency what objective you are seeking to achieve. It answers the 'where are we now' and 'where do we want to get to' questions.

Ideally, the brief should be a written one. It focuses attention and provides the foundation for your marketing campaign. The brief should be agreed by both you and the agency before work begins and it can to some extent form a sort of contract.

The length of the brief does not matter as much as ensuring that it contains key information and objectives. Tell the agency what the business problem is, what you wish to achieve and how you will evaluate success.

What Exactly Do you Put in a Brief?

The format of a brief depends on the task. A website creative brief will need to contain different information from one for a brand-building press ad campaign for example. However, below are some basic guidelines:

1. Project information

Include your company name, contact details, project name and project manager, brand or product/service name, agency name and date.

2. Background (where are we now)

Here, give background information on your company and your industry. Tell the agency about your product/service (including key attributes and benefits) together with the issues it is facing. Include information on past marketing communications campaigns and their results. Provide details of competitor activity.

3. Objectives (where do we want to be?)

Explain what you want to achieve, e.g. increase sales, improve awareness, raise response levels, etc. Try to make your objectives specific and measurable.

4. Strategy (how do we get there?)

Give details of what you want the agency to do for you, e.g. a direct mail campaign, a website, a brochure, etc. Explain how what you are asking the agency to do fits in with your overall marketing strategy.

5. Audience (who are we talking to)

Your objective is to get a response from your audience. Tell the agency who your target audience is. Define your audience(s) as accurately as possible and share any insights you have about them with the agency.

6. Evaluation (what success will look like)

How will you measure success? When will it be measured? Who will measure it?

7. Practicalities

Mandatories:

Is there anything that must be included; for example - offer terms and conditions? Are there any corporate identity guidelines? What legal constraints are there?

Timings:

What are the deadlines? What are the media booking dates (if applicable)? By when do you want to see creative concepts? Does the project have to tie in with dates of other campaigns?

Budget:

Specifying a budget up front will help to avoid reworking of solutions. If you are reluctant to do this, then suggest three budgets and ask the agency which they would recommend and why. Alternatively, ask the agency to recommend a budget.

8. Approvals (who signs off work)

This should be the same person who signs off the brief before you give it to the agency.

The time spent preparing a brief will pay off in the long term. The agency needs a starting point and to know where it is you wish to go. Your brief should inspire them and enable them to do their best work for you.

Copyright © 2004, Chris Smith

About The Author

Chris Smith is a partner in Mano Design ( http://www.mano-design.com ) - a Vancouver Design and Marketing agency.

---

2 Little Words That Work Marketing Magic

In his classic best-seller, "How To Win Friends And Influence... Read More

What You Must Know When Marketing Your Business

Marketing is both an art and a science. Anyone who... Read More

Hold Onto What Youve Got

You probably spend a great deal of your time looking... Read More

4 Alternative Ways To Gain Lifetime Customers

You will always have more people that turn down your... Read More

Are Your Prospects Walking Out on You?

After 11 years in sales, I've put together and delivered... Read More

Postcards: Awareness Tool or Selling Tool?

Are postcards better for building awareness or for selling?In my... Read More

The 7 Commandments of Marketing

Marketing is the key to success with any business, online... Read More

Ten Breakthrough Marketing Ideas

Ten Breakthrough Marketing Ideas1. Create a directory of web sites... Read More

Using Alternative Media to Generate More Customers

Last week I received a very nice thank you gift... Read More

Postcard Direct Mail Marketing: 15 Ways To Grab Attention

If you use direct mail postcards to generate leads or... Read More

Direct Marketing ? Brand Identity Guru Tips

If your company doesn't have a direct marketing program in... Read More

How to Conduct a Successful Fax Marketing Campaign

1. Focus your fax marketing on one objectiveFax is a... Read More

21 Must-Have Web Site Elements

Your Web site should be the cornerstone of your client... Read More

How to Turn a Marketing Calendar into Marketing Success!

Do you have a list of marketing ideas that you'd... Read More

Marketing Strategy - Getting the Marketing Groove

Wouldn't it be great to have a year where your... Read More

CRM Star Wars: When Marketing is from Venus and IT is from Mars

Inherent tensions exist between marketing and IT. This is often... Read More

Build a Dynamic Business - 10 Steps to Start You Off

It's where your employees are in a 'special place' when... Read More

Your Secret Marketing Weapon

As a professional service provider, you're paid for what you... Read More

Financial Services Marketing Insights: A Marketing Compass

What we now call "marketing" began long before the name... Read More

Using Purchased Leads

A little advice about using leads that you purchase from... Read More

When You Need More Than Magic To Keep Your Marketing Going

It is easy to focus on what remains outstanding and... Read More

Hermey Wants To Be A Dentist

December marked the 40th anniversary of the original broadcast of... Read More

Creating Your Unique Selling Proposition or USP

Creating Your Unique Selling Proposition"Don't tell them what you do.... Read More

Distinguish Your Business From The Competition

You followed time-honored online marketing techniques to the letter: you... Read More

Meaning and Marketing - The Trigger

In previous articles under "Meaning and Marketing", we have learned... Read More

5 Tips to Help You Identify WHO To Market To

If you have your own small business, it's important to... Read More

Client or Customer? There Really Is A Difference

Some people use the words "client" and "customer" interchangeably or... Read More

Database Marketing: Secrets To Skyrocket Your Online Profits Using Database Marketing

What is database marketing?Database Marketing is the gathering and storing... Read More

Full Color Postcard Marketing: 7 Reasons Why They?ve Become the New Direct Mail

The most crucial aspect of having a high response rate... Read More

Motivating Shoppers with Online Coupons (Part 2 of 2)

Last time we discussed how online coupons and promotion codes... Read More

Marketing: Can I Trust You?

We live in an unprecedented era of communication. Because of... Read More

The Greatest Business Tips are FREE

The best way for someone to hang on to a... Read More

Is Your Company A Member Of The Community?

One particularly hot south Texas day, I was making a... Read More