getting to better briefs be

8/14/2019 Getting to Better Briefs Be

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Getting to12 th Fe

etter briefsruary 2009


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1. Why good b iefing m a tters


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Why good briefing m a tter

Effectiveness

Time

Cost

Enthusiasm

Accountability


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2 . Wha t m ak es a ood client brief?


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Wherever possible, there should be a written brief

Committing to this formal process will help structure your ownthinking and minimize the risk of misunderstanding

Wherever possible, there sho

uld be a written brief

Committing to this formal process will help structure your ownthinking and minimize the risk of misunderstanding


7/25

A ll the homework should already have been done

The client should understand the product/service inside-outand be able to bring it to life for the agency

A ll the homework should alr eady have been done

The client should understand the product/service inside-outand be able to bring it to life for the agency


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It should be crystal clear

A void ambiguous language, fence-sitting or fudgingA void ambiguous language , fence-sitting or fudging


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In particular, success must be clearly defined

What the communication must achieve, andspecifically how this will be measured

In particular, success must b e clearly defined

What the communication must achieve, andspecifically how this will be measured


10/25

It should be single minded

There may well be more than 1 message to get acrossin the whole campaign, but what is the most important one?

There may well be more tha n 1 message to get acrossin the whole campaign, but what is the most important one?


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T h e brief s h ould bebrief

I have only mad because I have not had

All t h e import a nt stuff mustm a teri a l s h ouldnt be in

this letter longer time to make it shorter

e included but perip h er a lluded for t h e s ak e of it

Blaise Pascal

1657


13/25

You should be able to road test it

If the brief seems impossible to you,having written it, it probably is

You should be able to road te st it

If the brief seems impossible to you,having written it, it probably is


14/25

There should be a briefing meeting

Need to bring to life, clarify, inspire,debate and explain off the record

There should be a briefing m eeting

Need to bring to life, clarify, inspire,debate and explain off the record


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There should be enough time

Try to avoid up-front delays, false deadlines,unbalanced timelines

There should be enough time

Try to avoid up-front delays, false deadlines,unbalanced timelines


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3 .Specific a lly, incl ha t s h ould beded?


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Wh ere a re we now?

Financials

Behaviour

Attitudes

Political/internal issues

Other contextual factors

And how all these have changed/a

A ver y cle a r summ a r y of w h

e changing over time

y th is brief ha s come a bout


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Wh ere do we w a nt to be?

A tangible objective

Ideally expressed in human terms

Mak e sure its me a sur a

attitudinal, behavioural

ble ide a lly qu a ntified


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Wh o do we need to t a lk to

Prioritised

Quantified if possible

Described as vividly as possible

T h e first point is cruci a l f typic a lly ha ve m

r Virgin T r a ins , wh ere weltiple a udiences


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Wha t do we need to s ay to

Initial suggestion for the primary m

As much (or as little) secondary su

As noted e a rlier , th is sectiobut a g a in your prioritis a tion

th em?

ssage

port as required

n mig h t need to be flexible ,will re a lly h elp our t h in k ing


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P itf a lls

Internal issues

Wider political issues

Research learnings

Previous attempts

With out closing routeIts h elpful to w a rn us a

down unnecess a rily,out potenti a l be a r-tr a ps


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P r a ctic a lities

Budgets

Media commitments

Timings (and rationale)

Mandatories


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4 . Be yond h e briefing


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Some import a nt issues po

The difference between a client bri The need to talk asap if things cha

st-briefing

f and a creative brief

ge


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D iscussion

getting to better briefs be

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