The post on Client briefs and briefings seems to have got a bit of interest so I thought I’d make available a rudimetary briefing format for Clients to agencies.
I’m sure that it’s not perfect but it may help, especially if your clients or you as a client don’t have an approach to briefing that is set in concrete.
This is a short paper I wrote for Clients to help them create better briefs for their agencies and therefore get more effective work out of them.
Lets start with a clear definition of roles – for the people and documents involved in briefing.
Clients are marketing professionals and brand guardians. You understand what performance the business needs from its portfolio of brands, the problems that those brands face in delivering this and the way marketing communications can be applied (alongside the other weapons in the mix) to get the results you need.
Client briefs should reflect this role and should act as a contract between client and agency to deliver communications solutions that meet that brief.
Agencies are creative problem solvers that understand the way to engage people with brands both strategically and executionally.
Agency creative briefs are internal documents we use to get the solution you need from the various creative disciplines in the agency. That’s the fundamental way in which they differ.
This is the new Carlsberg commerical from Saatchi & Saatchi aimed at galvanising the nation behind the England football team over the summer in South Africa.
It’s based on the idea that Carlsberg don’t do team talks but if they did they would be the best team talks in the world. In truth the ad is simply the culmination of a whole load of integrated activity from the trade out that has been building up from the beginning of the year. As usual a Youtube channel acts as the content hub for all the participatory activity.
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We have created an interactive film with RSA to take the spirit and message of the Labour Party’s manifesto for the UK general election in…
Image courtesy of BeckyAV This is an article I wrote in the week after the Superbowl. So it lacks a little in the topical department.…
This is our latest poster for the Labour Party. We are running it in Brighton to coincide with the Tory Party spring conference and the…
The Childline remixing tool We have created a new campaign for the NSPCC aimed at making Childline a part of the fabric of children’s lives.…
This is the new Visa commerical supporting their sponsorship of the Fifa World Cup in South Africa this summer. It was written by Xander Smith and Jonathan Santana, planned by Martin Smith and Directed by Chris Palmer through Gorgeous.
Thought you might be interested in the first of our new Camera On, Camera Off campaign for the Labour Party aimed at proving that David…
Image courtesy of Josh.Brastead
This website is usually known for its thoughtful opinion and considered approach. But I am having a Superbowl moratorium on well argued polemic. Is it me or were all the ads in the Superbowl complete arse? For christ sake if that is the best creative work that those brands and agencies can muster then heaven help American advertising. The madmen clearly have suffered worse head trauma than the players. I’d include a link to the inconsequential work that ran but you’d be better off spending the time reading a slim volume the worst poetry imaginable while repeatedly beating yourself over the head with a cricket bat.
