Media planning has evolved into specialised skill in the marketing communication industry , moving away from the conventional support services slot it occupied during the reign of full service agency. Therefore the briefing to utilize or motivate or inspire particular skill sets need to be relooked.

4. The equation is simple, tightly written briefs plus passionate briefing equals
engaged agencies, impactful campaigns and strong market results.”
Dominic Grounsell
Marketing Director, Capital One

6. Basic
principles
of
briefing

7. It has to be clear about what is needed

8. It should Provide the critical information necessary to
complete the task

9. It should Inspire and motivate people to do their best.

10. In other words
• A good media brief
- States what needs to be communicated , to whom, when , where at what
cost , with desired effect of and finally how it will be measured.
• A good Media plan suggests
- Clear direction or route of media touch points / communication
channels/programs/ based on TG insights , mediagraphy ,physiciograplhy
analysis.
- At what cost and time
- On media metric or brand communication measurements

11. An exceptional media plan goes further by extending the creative idea or brand
platform to create engaging ideas or media innovations, which stands out the clutter , or
help in the end communication or marketing objectives.

12. Process of Briefing
Client expecting an
integrated campaign with
the idea integration of all
business partners.
PR Creative Media &Digital Event
PR Creative Media &Digital Event
Client seeking a
media
communication
solution.
• Conventionally client servicing represents agency as a full servicing unit, but this business
model is right now changing drastically , since the support services have become
specialised services and SPU’s (separate profit centres)
• Here , we handle 40% of the business through conventional model , though more and
more media representation is made by media team . Rest of the 60% of the business is
serviced by us.

13. Brief types
• Integrated campaign brief
• Advertising campaign brief
• Creative Brief
• Media brief
• PR brief
• Social Media Brief
And the list goes on….
Also the brief differs in time and campaign wise i.e annual
brief , corporate campaign brief , tactical brief etc.

14. Closer Look at Media
Brief

15. Brand Information
• Category information.
• Brand strategic Role in the corporate business
plan.
• If it’s an extension or launch or relaunch or
tactical, how exactly it might contribute to the
bottom line.

16. Competitive Information
• Market share
• Competitive scenario
• Competitive claim / creative platforms

17. Target Audience
• Demography
• Lifestyle
• Psychography
• Interests
• Insight

18. Insights are those “A-ha!”
moments.
They’re the instances when you suddenly
understand something, or discover something,
or truly believe something you just used to give
lip service to.

19. Marketing Objective
• By what % brand has to grow with this campaign
(reasonable time period) or by end of that year .
• Capture market share
• Gain trial
• Gain footfall
• Gain leads

20. Communication Objective
• Create / change habits
• Create demand
• Create positive brand scores
• Create TOM
• Support push strategy
• Gain Pull

21. Creative Platform / Hook

22. Material Available
• If the campaign is after post creative
presentation.
• Not available – if campaign is on pre creative
stages

23. Budget and timing
• Crucial , since it gives an idea of depth of work
otherwise we will be overshooting or under
utilizing.
• Timing along with the budget , determines
whether brand achieves the necessity media
metrics within that time period.
• Timing also determines when and where the
brand need to be present during what time belt
etc

24. Special Requirements
Example
• On going contract on derana
• Avoid TV
• GOLD fm is a must
• Maintain 3+ frequency at 60% reach
• Avoid prime time
• Avoid government channels

25. Media Brief is a must for any campaign however small
the task can be, and it is a right to request for it from
client servicing or clients, if they expect a effective
media communication plan.

26. Presentation by
PeterSolomon,
Director– MediaServices,
Vice President–4 A’s, Sri Lanka Chapter
No.5, GeethanjaliPlace,Colombo3,
Sri Lanka.
Mobi +94727377626
Tele +94112352832 (Direct),+94112352888
Web www.grantgroup.lk