Poor briefs mean frustrated clients, too many amends to comprehend, re-briefs, and ultimately less effective work. Not what anybody was looking for.
And, 73% of agencies don’t believe the briefs they receive are good enough. (Source: BetterBriefs UK).
This time, our Agency Masters explore:
- Why GOOD briefs are important
- Who owns the brief? Client or agency?
- What does an effective briefing process look like? What questions should you be asking?
- How do you shape your response?
- How do I turn it into an internal/creative brief?
Keeping it brief, you'll find out:
- How to avoid wasting time and money
Your 'too-long-didn't-watch' takeaway (TLDW):
It’s the client’s job to create the brief, but it isn't just a handover to just go away and deliver. As an agency with experience and expertise, it’s your job to help them shape the brief to make it as strong as possible. To act as a strategic advisor, not just a supplier.
About the Agency Masters
Join our agency management experts for best-practice advice, tips and industry benchmarking, every month. You'll either leave with a smugness that you're doing everything just right, or a sigh of relief that you've spotted room for improvement.
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