Agency Briefing

1. Effective Agency Briefing
Hi,
It is Saturday morning, and I thought let me share one of my recent observations, and it is
about a Young Brand Manager…
Day before yesterday, I was observing one of my subordinates giving a briefing to one of the
Creative Agency of International repute, after the whole proceeding I noticed, the agency
was actually confused, Clueless and looking blank at their face, and sitting tight-lipped for a
while…
I could sense, the inputs from my team was not adequate or may be insight less…
Then I thought, I must advise my team, how to inscribe an agency brief, before actually the
agency land at our office and, we must be ready with this,
Agency Briefing Rules
1. First brief about your Organisation, Who are you? Your corporate image? (Both Actual
& Intended image) & what you are looking for, May be one Speciality or Mass,
corporate standing, therapy focus etc. if you have a corporate video you can project
before them
2. Explain them about the Product or Services you want to offer/ market, in other word
you want the agency help for the same,
a. Key Characteristics about your Brand or any Special thing about your Brand
b. Also give an impression about the Popularity of your Brand ( or it is Me To)
3. Tell themabout your Target Customer/Customers whom you want to grab (Internal
Team or Doctor, Patients, Care Givers, Chemist, Purchase Manger, Nursing Staff,
Insurance Company, GOVT Regulator etc.)
4. Winning Marketing Pitch

2. 5. Must give your winning pitch that include Brand Promise, One Compelling reason to
prescribe your brand, the perfect pitch is always validated by your customer that’s
why we go for field work, what and how they want to see/Buy your brand, Brand
Manger must see all these attributes not through their own eyes but through their
eyes of their customers. A perfect pitch can’t be written at office, it can be scripted at
Customers Clinics/ Hospital etc.
a. Find the perfect hook ( Between your Brand offer & Customers Need)
b. What problem your Brand can Solve
c. Back it up with facts and figures
d. It must be Short and sweet
While taking the Customer insight at their Clinics, you must Listen More Speak Less, Observe
more Thank less
6. Brand Manger must give a clarity about the Customer Segment they want like, total
Number of Experience of your Doctor, Avg. Age Group of your doctors ( Upcoming Dr,
New Dr, Established Dr), Place of Practice ( Urban, Rural, Clinical or Cosmetic or Both),
dispensing or trade doctors etc.
Perfect segmentation is the key to success
7. What is your Indication Focus Off Label or Approved, you should decide a very niche
indication (Blue Ocean Strategy), example all types of pain or only fracture pain etc.
8. Provide them the Evidence, Trails or Kol Endorsement data
9. What is your Budget & Time Period for the Campaign ( Promo/ PR)
10. Any Supporting Information to understand the Target Customer
11. Share your Previous Communications
12. Share your Competitors Communications (LBL/ Literature/ Magazine Advertisement
Etc.)
13. KPI: Very very importantly must share your Key Performance Indicators for this
campaign (Qualitative or Quantitative like Rx, Rxber, and Vol. of Business or patient
adherence etc.)
But on top of it you must know about your Brand
SMP (Single minded Proposition)
Mistake Regretted,
All from Previous Brand Management Experience…
Manas Ranjan
B-Pharma, MBA
9819316456