Boughie, can you send me over a concise briefing form to distribute to my teams please as we seem to be a little inefficient in this area at the moment”
It is always a pleasure to help a client improve their briefing process so when we received the above request from a client we were more than happy to help. A good briefing is essential, and effective agency briefing is a key role for all those involved in brand communications.
Here are just a few simple considerations and thoughts to follow:
Before you write anything, think! – Don’t just fill out a form, but use the form to record your own thought process – be absolutely clear about the aims of your brief – include only the relevant and critical information in the brief with the remainder in attachments.
Simplicity, No need to be over complicated, there is nothing wrong with one page briefs, be clear, be concise.
The core information – the problem/opportunity – target audience – objectives – brand proposition – evaluation opportunities – timings – budget parameters.
Deciding what to leave out is as important as deciding what to put in.
Your agency will ask for more information if they require it.
Click the link for a copy of a briefing form, please feel free to amend according to your own requirements and sector – Click here for agency briefing form