This is just a little basic deck on why Client's should write a proper brief to their Agency. A proper brief will help agencies understand and create better strategies & creative for brands.
Briefing an agency is easy..? Yes. If you follow a few simple rules. Kamikaze had a pleasure to support Polish teams in L'Oreal Brandstorm competition. During the contest we created a short presentation to make the cooperation as smooth as possible.
Advertising, PR- Components of the client briefMamata Sampath
This presentation makes an attempt to describe the need for a brief from the client while executing a project ( PR)
It explains the necessary components of the brief.
Getting brilliant briefs from your clientKathryn Ellis
The document provides guidance on how clients can write effective briefs for their marketing agencies. It emphasizes that clear, well-written briefs that define objectives and target audiences lead to better campaign outcomes. A key part of writing a good brief is understanding the client's business and goals for the campaign. The document includes templates and questions clients should answer to provide the necessary context for agencies to develop winning creative strategies.
This 10 step cheat sheet for writing effective marketing briefs is a useful, easy to use guide and aide-memoire. When you need your team or agency to hit the ground running, there’s no better starting point than a solid marketing brief.
If any of the 10 steps in this cheat sheet don’t apply to your project, that’s fine – just leave them out. And if you think we’ve left off any important points that should be included in a marketing brief, please let us know!
If you cover-off the relevant points in your marketing brief, you can be confident you’ll have a professional foundation for your project. Everyone involved will have a thorough, consistent understanding of the job at hand – and be able to get going, fast.
We hope you find our 10 step cheat sheet to writing an effective marketing brief helpful.
The document outlines the key elements that should be included in a creative brief for advertising. The creative brief provides direction for creative teams and includes the reason for the advertising, the desired end result or objective, the target market or audience, the communication strategy, rationale for the message, and any mandatory requirements. It gives background on the product and identifies the specific goals that the advertising aims to achieve, such as raising awareness of a new brand or changing perceptions of an existing one.
How to Create a Killer Creative Brief with Wild AlchemyUnited Adworkers
United Adworkers had the honor of hosting Lynette Xanders with Wild Alchemy to share her incredible knowledge and insights on "How to Create a Killer Creative Brief". For more information about Wild Alchemy and Lynette Xanders, visit WildAlchemy.com.
The creative brief is the foundation for any creative project and should not be a cursory piece of communication. It has several specific purposes: to outline objectives, provide all pertinent project information, keep everyone on the same page, and act as an anchor for every stage of the creative process. The brief should include details about the client, team, creative strategy statement, key facts, primary advertising problem, communication objectives, target market, primary competition, key consumer benefit, support or reason why, tone statement, and mandatories/limitations. The brief should assume the team knows nothing, highlight the core problem being solved, strike a balance of including only necessary information, and use clear language. It should be vetted by others and used
Briefing an agency is easy..? Yes. If you follow a few simple rules. Kamikaze had a pleasure to support Polish teams in L'Oreal Brandstorm competition. During the contest we created a short presentation to make the cooperation as smooth as possible.
Advertising, PR- Components of the client briefMamata Sampath
This presentation makes an attempt to describe the need for a brief from the client while executing a project ( PR)
It explains the necessary components of the brief.
Getting brilliant briefs from your clientKathryn Ellis
The document provides guidance on how clients can write effective briefs for their marketing agencies. It emphasizes that clear, well-written briefs that define objectives and target audiences lead to better campaign outcomes. A key part of writing a good brief is understanding the client's business and goals for the campaign. The document includes templates and questions clients should answer to provide the necessary context for agencies to develop winning creative strategies.
This 10 step cheat sheet for writing effective marketing briefs is a useful, easy to use guide and aide-memoire. When you need your team or agency to hit the ground running, there’s no better starting point than a solid marketing brief.
If any of the 10 steps in this cheat sheet don’t apply to your project, that’s fine – just leave them out. And if you think we’ve left off any important points that should be included in a marketing brief, please let us know!
If you cover-off the relevant points in your marketing brief, you can be confident you’ll have a professional foundation for your project. Everyone involved will have a thorough, consistent understanding of the job at hand – and be able to get going, fast.
We hope you find our 10 step cheat sheet to writing an effective marketing brief helpful.
The document outlines the key elements that should be included in a creative brief for advertising. The creative brief provides direction for creative teams and includes the reason for the advertising, the desired end result or objective, the target market or audience, the communication strategy, rationale for the message, and any mandatory requirements. It gives background on the product and identifies the specific goals that the advertising aims to achieve, such as raising awareness of a new brand or changing perceptions of an existing one.
How to Create a Killer Creative Brief with Wild AlchemyUnited Adworkers
United Adworkers had the honor of hosting Lynette Xanders with Wild Alchemy to share her incredible knowledge and insights on "How to Create a Killer Creative Brief". For more information about Wild Alchemy and Lynette Xanders, visit WildAlchemy.com.
The creative brief is the foundation for any creative project and should not be a cursory piece of communication. It has several specific purposes: to outline objectives, provide all pertinent project information, keep everyone on the same page, and act as an anchor for every stage of the creative process. The brief should include details about the client, team, creative strategy statement, key facts, primary advertising problem, communication objectives, target market, primary competition, key consumer benefit, support or reason why, tone statement, and mandatories/limitations. The brief should assume the team knows nothing, highlight the core problem being solved, strike a balance of including only necessary information, and use clear language. It should be vetted by others and used
Презентация о том, как правильно писать креативный бриф и зачем это нужно.
Написана специально для выступления перед бренд менеджерами компании Unilever.
Создана на основе аналогичной презентации Мити Воскресенского http://duckofdoom.ru/
The creative brief provides a foundation for any creative project by outlining objectives, pertinent details, and keeping everyone aligned throughout the process. It includes the client and team contact information, creative strategy statement, key facts about the client/job, the primary advertising problem and how the product solves it, communication objectives, target market details, primary competition, key consumer benefits, reasons to believe the product delivers on its promise, desired tone, and mandatory guidelines. The brief assumes the team knows nothing, highlights the core challenges to be solved, strikes a balance between brevity and including all necessary information, uses clear language without jargon, and is vetted by others to ensure it is understandable and mistake-free.
A creative brief is a unifying document that identifies the important key benefits for a campaign or launch. It tells the story and explains why it’s important to the audience, serving as a guide for the creation of new materials. It seems simple. Yet developing an effective creative brief is far more difficult that it may first seem. Learn more about the creative brief and download our free creative map template for 11 critical questions to help you craft a killer creative roadmap.
Start-ups today rely on ‘maybe’ and ‘I-feel-so’ factors rather on validated data. If you have a ‘great’ product your greatest proof is number of sales. This presentation's objective is to ensure tha you are building your marketing plan in the right direction with the right elements.
Would be glad to hear your thoughts out!
This document summarizes the role of planning in today's ever-changing advertising and marketing world. It defines a job profile for a "post-digital planner" with 3 core duties: uncovering consumer attitudes and insights through qualitative research, writing experience-based creative briefs, and providing real-time strategic counsel throughout campaigns. It then discusses two example campaigns where post-digital planning added value by recognizing consumer behaviors and facilitating ongoing user participation.
Back to basics: Creative brief workshop
Becky McOwen-Banks
Before great creative work can be done it's key to create the environment in which creative work can be produced.
In this pres we look at the processes and provide a few tips for those with a hankering for effective creative work. Skewed for the in-house relationships but applicable for anyone involved in the creative process.
Covers: structure, department relationships, Briefs, idea generation, evaluating creative work and feedback
How to Build Marketing Presentations for Webinarstodd.lewis
Marketing webinars can build awareness of your company, help advance prospects along the sales cycle and establish you as a thought leader in your field. Or they can frustrate and annoy your audience so that they never want to hear from you again!
Join Ken Molay, president of Webinar Success and a former director of product marketing, as he presents practical guidelines for creating webinar presentations that engage your audience and create sales interest.
In this one-hour, interactive webinar you'll:
* Find out how to hook an audience quickly and make them want to pay attention.
* Learn the commonly used presentation technique that actually works against you in a webinar.
* Get examples of proper structure and flow for a marketing webinar.
* Hear much more practical advice on building engaging webinar presos.
The document provides an overview of advertising planning. It discusses the history and origins of planning in the UK and US in the 1960s and 1970s. The role of the planner is to represent the consumer perspective within the advertising triangle between the agency, client, and consumer. Planners conduct research to develop insights about consumers and use those insights to inform strategic thinking, brief creatives, and ensure advertising output stays relevant and on-strategy. They guide the creative process and remain engaged throughout the campaign lifecycle.
The document discusses how focusing content marketing around buyer personas can lead to greater success. It provides three rules for buyer-guided content marketing: 1) Make buyers the center of the marketing universe by understanding their needs and problems, 2) Align all company stakeholders around what buyers care about through the use of accurate buyer personas, and 3) Avoid jargon and unnecessary words in content by writing for buyers, not the company. The document also outlines five key insights about buyers that should be captured in buyer personas to properly inform content strategy.
This document provides tips from sales experts on topics related to sales performance. It begins with four experts providing single-sentence tips on having dedicated prospecting time, the importance of a clear path to success over incentives, delivering value beyond products/services, and leading with data. The document is an e-book with 130 tips across 12 chapters covering topics like productivity, coaching, motivation, and social selling. The tips are meant to help readers succeed in sales in 2015 and beyond.
I was sifting through some old files of mine and found this guidebook I put together for my junior planners when I was still working in Korea.
The presentation deck might be a bit old (it's in 4:3 format), and slightly more tailored to how I saw the state of strategy & planning in Korea, but a lot of its content should still hold true today.
Hope you enjoy the read!
Content marketing has been all of the rage the last few years – not just with big and well-established brands, but also with startups. And no wonder, according to the Content Marketing Institute, this form of marketing generates more leads than paid search while, on average, costing 30 to 40% less.
However, content marketing for startups is easier said than done.
This presentation was developed for entrepreneurs at the Hong Kong Science Park. It gives a brief overview of the different content marketing types startups can apply, provides a few success examples, and finally offers a set of practical tips to get started with a content marketing strategy.
Trade shows won't help you achieve all of your marketing and business objectives. But they are an important milestone to getting there. A win on the trade show floor can reverberate throughout all your marketing efforts.
Here are seven tips to help your brand score points, win customers and be awesome:
1, Define your strategy for getting to the next level
2. Earn points by playing to win
3. Understand your arsenal and bring the right equipment
4. Know the rules
5. The game begins when you start playing
6. The game doesn't stop when the whistle blows
7. Refine your strategy to advance to the next level
The assistant spent their day conducting various planning activities including qualitative research, attending client meetings, developing brand strategies and creative briefs, and reviewing projects. They worked both independently and collaboratively with clients and colleagues. The activities covered both traditional and digital work involving both client projects and new business pursuits.
The document provides strategies for staffing professionals to use LinkedIn effectively for business development, including building a strong personal brand through an optimized profile, engaging target audiences through status updates and group participation, and recruiting new clients by leveraging connections and content. It offers tips on customizing contact information, showcasing achievements, and obtaining recommendations to make profiles more compelling to prospective clients.
Employee engagement meetings are powerful experiences.
Done well, corporate meetings can have a transformative effect on an organization, unifying employees and elevating the company’s goals and objectives.
However, meetings that don’t live up to their potential can be damaging, with a negative effect on morale, a failure to deliver key messages, and provide little in the way of ROI.
At Jack Morton, we’ve been elevating corporate meetings and engagements for over 75 years, and we’re sharing our thoughts on four principles that are proven to deliver extraordinary results for our clients.
Read our POV, and make your meetings extraordinary.
The Ultimate Guide to Professional Development for Marketing & PRThe Muse
Are you a marketer or PR professional who wants to be even better at your job? Or, just wondering what it takes to have a great career in the marketing world?
Look no further.
The Muse asked some of the best marketing and PR professionals out their for their secrets to success, and brought it all together in one place. Flip through for their practical tips and resources for upping your career game.
For exciting job opportunities, expert advice, and a peek behind the scenes into fantastic companies and career path check out the http://www.themuse.com. Everything you need to find a job and kick ass in your career.
Unlocking Creativity: How to Harness the Powers of Design, Art Direction & Cr...Digital Surgeons
Using gaming's concept of Progression, this presentation takes viewers on a journey that demystifies the roles and disciplines of Design, Art Direction, and Creative Direction – demonstrating how they can be mastered to take your creative work to the next level.
Two fundamental truths exist when marketing a startup.
“Nothi Ng kills a bad compaNy faster thaN good marketiNg.”
OnE iS THAT A grEAT PrODUCT ALOnE iS nOT EnOUgH TO SUCCEED.
THE OTHEr iS THAT nO AMOUnT OF MArKETing WiLL MAKE A CrAP PrODUCT gAin A MASS AUDiEnCE.
Accelerate Your 2015 Marketing Success With Strategic PartnershipsBryce Root
The majority of small business owners are immersed in their day to day operations, but those who take the time to form a strategic partnership plan can reach their 2015 marketing milestones ahead of schedule and take a fresh approach to those competitors who never change tactics, but always seem to outperform.
In this presentation, we profile the 5 steps to creating a strategic partnership as well as present the top 10 tips for making sure your next partnership is a great success. Let The Root Group assist you in creating your next strategic partnership by visiting www.rootgroupmarketing.com.
What does a great brief look like - an agency perspectiveCharityComms
This document provides tips for writing an effective brief for an advertising agency. It outlines key sections to include such as background on the challenge, budget details, and scheduling. It warns of common pitfalls like providing too much information, forgetting existing functionality, or not clearly defining the agency's role. Quick tips are given for a pain-free tendering process, including making calls to create a shortlist, explaining the process, and meeting with top agencies before selecting one and signing a contract.
This document provides guidelines for writing an effective client brief for communications agencies. It emphasizes that a written brief is crucial for setting clear objectives and expectations upfront. The brief should clarify the current situation, the desired destination or goals, and how success will be measured, but not dictate how agencies do their work. This ensures agencies can be creative while understanding the goals. A written brief followed by discussion allows all parties to be on the same page and align their efforts. Proper briefing saves time and money by avoiding wasted work from unclear or changing directions. It also enables fair payment based on results. The guidelines recommend brevity, focus, and concrete, measurable objectives in the brief.
Презентация о том, как правильно писать креативный бриф и зачем это нужно.
Написана специально для выступления перед бренд менеджерами компании Unilever.
Создана на основе аналогичной презентации Мити Воскресенского http://duckofdoom.ru/
The creative brief provides a foundation for any creative project by outlining objectives, pertinent details, and keeping everyone aligned throughout the process. It includes the client and team contact information, creative strategy statement, key facts about the client/job, the primary advertising problem and how the product solves it, communication objectives, target market details, primary competition, key consumer benefits, reasons to believe the product delivers on its promise, desired tone, and mandatory guidelines. The brief assumes the team knows nothing, highlights the core challenges to be solved, strikes a balance between brevity and including all necessary information, uses clear language without jargon, and is vetted by others to ensure it is understandable and mistake-free.
A creative brief is a unifying document that identifies the important key benefits for a campaign or launch. It tells the story and explains why it’s important to the audience, serving as a guide for the creation of new materials. It seems simple. Yet developing an effective creative brief is far more difficult that it may first seem. Learn more about the creative brief and download our free creative map template for 11 critical questions to help you craft a killer creative roadmap.
Start-ups today rely on ‘maybe’ and ‘I-feel-so’ factors rather on validated data. If you have a ‘great’ product your greatest proof is number of sales. This presentation's objective is to ensure tha you are building your marketing plan in the right direction with the right elements.
Would be glad to hear your thoughts out!
This document summarizes the role of planning in today's ever-changing advertising and marketing world. It defines a job profile for a "post-digital planner" with 3 core duties: uncovering consumer attitudes and insights through qualitative research, writing experience-based creative briefs, and providing real-time strategic counsel throughout campaigns. It then discusses two example campaigns where post-digital planning added value by recognizing consumer behaviors and facilitating ongoing user participation.
Back to basics: Creative brief workshop
Becky McOwen-Banks
Before great creative work can be done it's key to create the environment in which creative work can be produced.
In this pres we look at the processes and provide a few tips for those with a hankering for effective creative work. Skewed for the in-house relationships but applicable for anyone involved in the creative process.
Covers: structure, department relationships, Briefs, idea generation, evaluating creative work and feedback
How to Build Marketing Presentations for Webinarstodd.lewis
Marketing webinars can build awareness of your company, help advance prospects along the sales cycle and establish you as a thought leader in your field. Or they can frustrate and annoy your audience so that they never want to hear from you again!
Join Ken Molay, president of Webinar Success and a former director of product marketing, as he presents practical guidelines for creating webinar presentations that engage your audience and create sales interest.
In this one-hour, interactive webinar you'll:
* Find out how to hook an audience quickly and make them want to pay attention.
* Learn the commonly used presentation technique that actually works against you in a webinar.
* Get examples of proper structure and flow for a marketing webinar.
* Hear much more practical advice on building engaging webinar presos.
The document provides an overview of advertising planning. It discusses the history and origins of planning in the UK and US in the 1960s and 1970s. The role of the planner is to represent the consumer perspective within the advertising triangle between the agency, client, and consumer. Planners conduct research to develop insights about consumers and use those insights to inform strategic thinking, brief creatives, and ensure advertising output stays relevant and on-strategy. They guide the creative process and remain engaged throughout the campaign lifecycle.
The document discusses how focusing content marketing around buyer personas can lead to greater success. It provides three rules for buyer-guided content marketing: 1) Make buyers the center of the marketing universe by understanding their needs and problems, 2) Align all company stakeholders around what buyers care about through the use of accurate buyer personas, and 3) Avoid jargon and unnecessary words in content by writing for buyers, not the company. The document also outlines five key insights about buyers that should be captured in buyer personas to properly inform content strategy.
This document provides tips from sales experts on topics related to sales performance. It begins with four experts providing single-sentence tips on having dedicated prospecting time, the importance of a clear path to success over incentives, delivering value beyond products/services, and leading with data. The document is an e-book with 130 tips across 12 chapters covering topics like productivity, coaching, motivation, and social selling. The tips are meant to help readers succeed in sales in 2015 and beyond.
I was sifting through some old files of mine and found this guidebook I put together for my junior planners when I was still working in Korea.
The presentation deck might be a bit old (it's in 4:3 format), and slightly more tailored to how I saw the state of strategy & planning in Korea, but a lot of its content should still hold true today.
Hope you enjoy the read!
Content marketing has been all of the rage the last few years – not just with big and well-established brands, but also with startups. And no wonder, according to the Content Marketing Institute, this form of marketing generates more leads than paid search while, on average, costing 30 to 40% less.
However, content marketing for startups is easier said than done.
This presentation was developed for entrepreneurs at the Hong Kong Science Park. It gives a brief overview of the different content marketing types startups can apply, provides a few success examples, and finally offers a set of practical tips to get started with a content marketing strategy.
Trade shows won't help you achieve all of your marketing and business objectives. But they are an important milestone to getting there. A win on the trade show floor can reverberate throughout all your marketing efforts.
Here are seven tips to help your brand score points, win customers and be awesome:
1, Define your strategy for getting to the next level
2. Earn points by playing to win
3. Understand your arsenal and bring the right equipment
4. Know the rules
5. The game begins when you start playing
6. The game doesn't stop when the whistle blows
7. Refine your strategy to advance to the next level
The assistant spent their day conducting various planning activities including qualitative research, attending client meetings, developing brand strategies and creative briefs, and reviewing projects. They worked both independently and collaboratively with clients and colleagues. The activities covered both traditional and digital work involving both client projects and new business pursuits.
The document provides strategies for staffing professionals to use LinkedIn effectively for business development, including building a strong personal brand through an optimized profile, engaging target audiences through status updates and group participation, and recruiting new clients by leveraging connections and content. It offers tips on customizing contact information, showcasing achievements, and obtaining recommendations to make profiles more compelling to prospective clients.
Employee engagement meetings are powerful experiences.
Done well, corporate meetings can have a transformative effect on an organization, unifying employees and elevating the company’s goals and objectives.
However, meetings that don’t live up to their potential can be damaging, with a negative effect on morale, a failure to deliver key messages, and provide little in the way of ROI.
At Jack Morton, we’ve been elevating corporate meetings and engagements for over 75 years, and we’re sharing our thoughts on four principles that are proven to deliver extraordinary results for our clients.
Read our POV, and make your meetings extraordinary.
The Ultimate Guide to Professional Development for Marketing & PRThe Muse
Are you a marketer or PR professional who wants to be even better at your job? Or, just wondering what it takes to have a great career in the marketing world?
Look no further.
The Muse asked some of the best marketing and PR professionals out their for their secrets to success, and brought it all together in one place. Flip through for their practical tips and resources for upping your career game.
For exciting job opportunities, expert advice, and a peek behind the scenes into fantastic companies and career path check out the http://www.themuse.com. Everything you need to find a job and kick ass in your career.
Unlocking Creativity: How to Harness the Powers of Design, Art Direction & Cr...Digital Surgeons
Using gaming's concept of Progression, this presentation takes viewers on a journey that demystifies the roles and disciplines of Design, Art Direction, and Creative Direction – demonstrating how they can be mastered to take your creative work to the next level.
Two fundamental truths exist when marketing a startup.
“Nothi Ng kills a bad compaNy faster thaN good marketiNg.”
OnE iS THAT A grEAT PrODUCT ALOnE iS nOT EnOUgH TO SUCCEED.
THE OTHEr iS THAT nO AMOUnT OF MArKETing WiLL MAKE A CrAP PrODUCT gAin A MASS AUDiEnCE.
Accelerate Your 2015 Marketing Success With Strategic PartnershipsBryce Root
The majority of small business owners are immersed in their day to day operations, but those who take the time to form a strategic partnership plan can reach their 2015 marketing milestones ahead of schedule and take a fresh approach to those competitors who never change tactics, but always seem to outperform.
In this presentation, we profile the 5 steps to creating a strategic partnership as well as present the top 10 tips for making sure your next partnership is a great success. Let The Root Group assist you in creating your next strategic partnership by visiting www.rootgroupmarketing.com.
What does a great brief look like - an agency perspectiveCharityComms
This document provides tips for writing an effective brief for an advertising agency. It outlines key sections to include such as background on the challenge, budget details, and scheduling. It warns of common pitfalls like providing too much information, forgetting existing functionality, or not clearly defining the agency's role. Quick tips are given for a pain-free tendering process, including making calls to create a shortlist, explaining the process, and meeting with top agencies before selecting one and signing a contract.
This document provides guidelines for writing an effective client brief for communications agencies. It emphasizes that a written brief is crucial for setting clear objectives and expectations upfront. The brief should clarify the current situation, the desired destination or goals, and how success will be measured, but not dictate how agencies do their work. This ensures agencies can be creative while understanding the goals. A written brief followed by discussion allows all parties to be on the same page and align their efforts. Proper briefing saves time and money by avoiding wasted work from unclear or changing directions. It also enables fair payment based on results. The guidelines recommend brevity, focus, and concrete, measurable objectives in the brief.
The document discusses factors that allow creatives to consistently produce brilliant work. It emphasizes that writing a great brief is a creative task that defines the problem in an inspiring way. A good brief prioritizes great ideas, provides surprising insights, and defines the problem in a way that excites creatives to develop the best solutions. It also stresses that the brief owner should view themselves as owning the problem, and should write the brief in a way that inspires solutions rather than prescribing them.
El documento describe los cambios que está experimentando la agencia McCann, incluyendo una reestructuración de procesos, la implementación de nuevas herramientas y la formación de nuevos equipos, con el objetivo de adaptarse a la evolución del consumidor y los medios. Se detallan los roles de dos equipos clave - Demand Team y Everyday Team - y se enfatiza la necesidad de una estrecha colaboración con los clientes.
The Lean Studio: Running a modern agencyDaniel Furze
Agile development in an agency environment is hard.
At Code ComputerLove we have moved away from the traditional agency model to a new, more effective way of working based on value and continual learning.
From changing how project managers work and think about value to re-educating clients about more regular releases and smaller batches, we will share the lessons we have learnt along the way, the challenges we’ve faced and where are still looking to improve.
The document outlines a 5-step process for creating a powerful briefing document: 1) Map the current situation, 2) Define objectives using the S.M.A.R.T. criteria, 3) List communication touchpoints, 4) Set key performance indicators (KPIs) and parameters, 5) Explain the briefing to the agency. References are provided for each step related to experience mapping, user touchpoints, example KPIs, and how to brief an agency.
The document discusses how agencies need to adapt their strategic planning models to changing market conditions. It outlines three new principles that agencies should organize around: intelligence, experience, and evolvability. For intelligence, agencies must leverage big data and a wide range of analytical skills to develop deep consumer insights. For experience, agencies need to design immersive brand experiences and measure success through new metrics like return on experience. For evolvability, agencies should adopt rapid testing cycles and continuous innovation to drive ongoing growth. The document argues agencies now require new skills, processes, and collaboration models to effectively apply these principles.
The document provides an overview of modules for account leadership training, including understanding the client's business, agency, communication planning, and creative briefs. It covers topics like knowing the client, their market, competitors, and developing a communications plan through frameworks like SWOT analysis, Boston Consulting Group matrix, and ROI springboards. The document emphasizes rigor and imagination in developing creative briefs to provide direction while inspiring creativity.
El documento resume los conceptos fundamentales del brand planning y el rol de los planners. 1) Los planners organizan información sobre los consumidores y el mercado a través de investigación cualitativa y cuantitativa para inspirar el desarrollo creativo. 2) Los planners se encargan de cuidar las estrategias de marca. 3) Los planners inspiran a los equipos creativos.
This is a presentation I gave September 19, 2008 to the Birmingham, AL Ad Fed membership. The event was promoted this way: "What is the future of advertising? Perhaps the better question today is, 'What is advertising?' In less than 10 years we’ve witnessed never-before-seen mutation in the marketing and advertising industries. Technology, consumer empowerment and media fragmentation are helping redefine the rules and methods of what defines an ad, how they’re made, who makes them and what kinds of impact we can expect to achieve. Tim Brunelle thinks this state of affairs is wonderful and hopes to convince you it is, too. His presentation mashes up management consulting, philosophy, copywriting, design, interaction, strategy, media negotiations and, most important—the primacy of ideas—to help you evolve your work in this new age."
We're helping the next generation of agency talent by participating in an agency simulation for Solent University with a part real brief for isle of Wight Tourism.
Lean Planning for Nimble Agences - Mirren New Business Conference 2012The Difference Engine
This was the talk I presented at the Mirren New Business Conference on May 2, 2012 in New York. The audience was mainly small and mid-sized agencies - and we had an excellent, engaged audience. Thanks to all who made it (or watched over the streaming service)!
Highlights, experience and learnings from an agile transformation in a previous company and how they can be applied to the agency model. Sharing great insights and tips for managers and leaders on how to approach an agile implementation in agencies.
The slides from my inaugural creative brief writing workshop. Theory and practice. Attendees had to complete a brief prior to the session, and their work was used to illustrate best brief writing practice. More sessions to follow.
Why People Block Ads (And What It Means for Marketers and Advertisers) [New R...HubSpot
HubSpot Research shares new data on why people use ad blockers and what marketers and advertisers need to do to keep people from blocking out ads completely. Hint: it's stop using interruptive and annoying ads.
This document contains Abdulsalam Saidu Achem's advertising brief assignment. It begins with his identification and course details. The introduction defines an advertising brief and notes that it is agreed upon between client and agency. The body then discusses different types of advertising briefs such as template, email, missing, and data dump briefs. It also explains what a typical brief contains like client requirements, business background, objectives, target audience, and timing/budget. Key aspects of a brief like product definition, market/market size, market shares, and target consumers are then defined in more detail.
Regent University of Science & Technology held a meeting with Daniel Adjei to discuss brand guidelines, the creative brief, and measuring advertising effectiveness. The brand guide establishes elements like colors, fonts, tones and imagery to ensure consistency across communications. The creative brief provides key information to guide creative development, including objectives, target audience, brand positioning, and mandatory inclusions. Measuring effectiveness is important, and can be done through metrics like return on investment which evaluates cost against sales revenue from an campaign.
This document provides guidance for marketers on planning for 2017. It recommends conducting a thorough review of 2016 performance to identify what strategies and tactics were most successful. Marketers should then work with sales to set lead and opportunity targets that will support overall revenue goals for 2017. With these targets in mind, the document suggests identifying overarching themes for the year that will guide marketing strategies and focus efforts. Marketers are also encouraged to do an exercise to identify practices to stop, start, and adjust for the coming year based on past learnings. Both major annual campaigns as well as more agile, quarterly planning are important to allow for flexibility and adjustment based on ongoing results.
What are the strategies for business startup ittisaIttisa
The document discusses strategies for startups, including defining purpose and goals, understanding competitors and customers, and developing an integrated online and offline marketing plan. Some key points:
1. Strategies should start with defining the business purpose and setting short and long-term goals. This includes understanding what problems the business solves for customers.
2. Researching competitors helps identify strengths, weaknesses, and how to improve on their approach. Understanding customer needs, lifestyles and preferences is also important.
3. An integrated online and offline marketing strategy is recommended. Offline strategies like ads, brochures and mobile advertising should be promoted online using social media. Tracking URLs can measure what strategies are most effective.
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How to properly brief your agency by JJ Nonis Hacking Digital
1. H O W T O P R O P E R L Y
B R I E F Y O U R
C R E A T I V E / D I G I T A L
A G E N C Y
J U D E J E F F E R S O N N O N I S : A G U I D E T O …
2. H O W T O P R O P E R L Y B R I E F Y O U R
A G E N C Y
Well its that time of year again as already exhausted
agencies & client’s reminisce about the past year.
What worked, what didn’t, what could have been done
better… and then WHAM! Your client say’s the
unthinkable.
It’s been a great year, but i think we need to pitch next
year’s strategy, we’ll provide a brief.
3.
4.
5.
6. H O W T O P R O P E R L Y B R I E F Y O U R
A G E N C Y
Providing a proper or detailed brief to us, your agency is the most important thing
you can do to ensure we create great creative, effective communications, and most
importantly kick ass strategies that create engagement with your consumers.
It’s surprisingly how most client’s ignore the importance of a good proper agency
brief. And this may result in works that seem to go nowhere, end up too expensive,
ineffective, and with not much of a strategy in place.
At which point, during our presentation, you must be thinking, “I don’t get what they
want to say and to whom”, “what do they want to achieve with that type of
campaign”, is “digital integrated”? And so many more.
Sometimes, and in most cases, the presentation by the agency are produced as a
result from a poorly put together brief from the client to the agency.
7. So what’s in a proper client brief to your
agency?
H O W T O P R O P E R L Y B R I E F Y O U R
A G E N C Y
8. S O W H A T ’ S I N A P R O P E R C L I E N T
B R I E F T O Y O U R A G E N C Y ?
A proper brief should have the basic’s of…
1. Information
2. Writing it down
3. Research and Information
4. Deciding on a single objective
5. Positioning
6. Who's your target audience?
7. Campaign Duration
8. Budgets, theres no such thing as an open budget
9. S O W H A T ’ S I N A P R O P E R C L I E N T
B R I E F T O Y O U R A G E N C Y ?
A proper brief should have the basic’s of…
1. Information
We need tons of information before we
can prepare our strategies, creative and
marketing recommendations.
We need to know what your products or
service’s are about, who your targeting at,
what they think about your brand and what
you would like them to think about you as a
brand, product or service.
10. A proper brief should have the basic’s of…
2. Writing it down
A written brief is a form of agreement between
you and your agency. Sometimes clients provide
only a verbal or email briefs?
But these methods usually, may cause
misunderstandings and creates too much back and
forth and it also extends the deadline for delivery and
launch of the campaign.
Client’s and the agency should be disciplined
in writing a collaborated brief. A written brief is a
clear and measurable way to keep each other
informed to what is expected to be delivered.
S O W H A T ’ S I N A P R O P E R C L I E N T
B R I E F T O Y O U R A G E N C Y ?
11. A proper brief should have the basic’s of…
3. Research and Information
Research about your consumers or
competitor’s products gives us a better idea of your
product/services in the marketplace. How often do
your consumers buy your products? Who uses it
(sometimes it may not be the same as who buys it)?
Are your products perceived as expensive, or
do people feel they don’t really need it or is it just an
impulsive buy? And what about the positioning of
your competitors?
S O W H A T ’ S I N A P R O P E R C L I E N T
B R I E F T O Y O U R A G E N C Y ?
12. A proper brief should have the basic’s of…
4. Deciding on a single objective
The objective of the client brief is to provide
information to us about the problems to be solved or
your communications objective. An effective
campaign should have a single idea (a single-
minded proposition), so define the single measurable
objective that looks like success for your brand
campaign. You may need an increase in sales,
changing consumer attitudes or behaviour. Or it can
be presented as a unique consumer benefit -
something that your competition may not have. The
proposition must be focused. Don’t be afraid to test
your proposition through research like FGD’s.
S O W H A T ’ S I N A P R O P E R C L I E N T
B R I E F T O Y O U R A G E N C Y ?
13. A proper brief should have the basic’s of…
5. Positioning
What image do you want your brand, product or
service to have? Friendly and yet aggressive, sexy
and alluring?
Sometimes its better to start off with a
statement like: Our product (service or brand) should
be seen/perceived as...
Remember that consumers often purchase for
emotional as well as practical reasons.
S O W H A T ’ S I N A P R O P E R C L I E N T
B R I E F T O Y O U R A G E N C Y ?
14. A proper brief should have the basic’s of…
6. Who's your target audience?
Be specific as you can. It’s helpful knowing
that your consumer is a teen/man/woman aged
between 20 and 35, and has an average income of
IDR 25 mil pm. But it’s even more helpful to know
how they think and behave. Psychographics are
important as demographics.
Remember, that our ideas & strategies are not
directed to you or your marketing/brand department.
Their aimed to influence your consumers, who are
different and is likely interrupted with unwanted
messages, offers and generally overloaded with
information across multiple screens.
S O W H A T ’ S I N A P R O P E R C L I E N T
B R I E F T O Y O U R A G E N C Y ?
15. A proper brief should have the basic’s of…
7. Campaign Duration
Decide if you are looking for a quarterly
intensive burst of activity or a one to two year
campaign? Campaigns may also run as only a
seasonal promotion?
Does it also need to tie in with your product
distribution, on ground activities or even in store
programs on a city level or regional capacity?
S O W H A T ’ S I N A P R O P E R C L I E N T
B R I E F T O Y O U R A G E N C Y ?
16. A proper brief should have the basic’s of…
7. Deadlines, lets be reasonable?
You wanted it yesterday? Given all the factors
involved in the agency brief, how long will your
agency have to prepare & present great strategies &
creative ideas and when do we launch?
Please allow a generous lead time for proper
development of the strategic & creative and most
importantly the production phases. You may need up
to two to four months sometimes more for a large
campaign. Be realistic about deadlines with your
agency .
S O W H A T ’ S I N A P R O P E R C L I E N T
B R I E F T O Y O U R A G E N C Y ?
17. A proper brief should have the basic’s of…
8. Budgets, theres no such thing
as an open budget
Please be specific about your budget that has
been well…budgeted for this campaign.
It’s important to be realistic with the expenses your
marketing department can afford to spend.
This can make a very, very big difference
between a good and a bad brief, therefore either a
great or really bad strategy and creative idea.
S O W H A T ’ S I N A P R O P E R C L I E N T
B R I E F T O Y O U R A G E N C Y ?
18. When client’s write a brief don’t forget that your advertising/digital/360 agency are a
bunch of professional accounts, creative and strategic thinkers.
We enjoy the challenges of coming up with the best strategic & creative ideas and
most importantly, solutions to connect your brand to your consumers.
Help us to create a client brief that challenges us, your team, to act as partners and
consultants, not as another “creative vendor”. Instead of telling us “Here’s what I
want”, start saying “How can we…?”
At the end of the day, its a partnership that creates our brand engaging with our
consumers.
I N S U M M A R Y …
19. Thank you
Want to know me? click my linkedin profile: http://linkd.in/1uQS681
or email me: judejefferson.nonis@gmail.com
call me: +62 813 82 698896