What does a great brief look like - an agency perspective

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Ben Clowney, Hands Up Digital
Web effectiveness workshop
www.charitycomms.org.uk/events

Published in: Sports, News & Politics
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What does a great brief look like - an agency perspective

  1. 1. THE PERFECT BRIEF Ben Clowney Hands Up ben@handsup.co.uk
  2. 2. BACKGROUND What’s the challenge? Why now? What do you want from an agency? What does success look like? Flickr: fsse8info
  3. 3. BUDGET Have one Ask for options Keep some back Flickr: doug88888
  4. 4. SCHEDULE Set a date Don’t tell the truth Flickr: alq666
  5. 5. REQUIREMENTS Do you have a preferred platform? Are they flexible or fixed? Can it be phased? Flickr: pjohnkeane
  6. 6. COMMON The process is PITFALLS too rigorous Fotopedia
  7. 7. You give too much information Photo: Dave Mercer
  8. 8. You forget to mention existing functionality
  9. 9. Photo: Lawyer’s Weekly You are so preoccupied with whether or not you could, you don't stop to think if you should
  10. 10. You don’t give the agency a clear role Flickr: Clare Bell
  11. 11. Photo: Lawyer’s Weekly You argue down price and expect the world
  12. 12. You let a vague brief become a contract Flickr: miuenski
  13. 13. QUICK TIPS FOR PAIN-FREE TENDERING Fotopedia: US Army
  14. 14. PAIN-FREE TENDERING Make some calls Create a shortlist Explain the process Meet the best Make your choice Sign a contract Fotopedia: US Army
  15. 15. AND FINALLY… Be nice & good luck! Fotopedia: US Army
  16. 16. handsup.co.uk @HUdigital Fotopedia: US Army

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