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How to brief a marketing agency and create kickass campaigns

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Campaign briefs are the cornerstone of a healthy relationship with a marketing agency, but they are far too often neglected or considered a chore. Putting the effort in to get things right at the briefing stage can have a huge impact on the success of your campaign, saving you time, effort and lost sleep further down the line.

In this SlideShare, we look at a few things marketers should keep in mind when writing an agency brief in order to get the most out of their campaigns, their agency, and their budgets.

Publicado en: Marketing
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How to brief a marketing agency and create kickass campaigns

  1. 1. HOW TO BRIEF A MARKETING AGENCY AND CREATE KICKASS CAMPAIGNS
  2. 2. MEET Wonder Marketer
  3. 3. Wonder Marketer knows just how important briefs are (that’s why he wears his outside his trousers…)
  4. 4. Wonder Marketer knows that if you want to get the campaign right, you have to get the brief right first
  5. 5. Poor campaign briefs lead to all sorts of nasty situations...
  6. 6. Poor campaign briefs lead to all sorts of nasty situations... Errors and mistakes!
  7. 7. Poor campaign briefs lead to all sorts of nasty situations... Errors and mistakes! Misalignment of expectations!
  8. 8. Poor campaign briefs lead to all sorts of nasty situations... Errors and mistakes! Misalignment of expectations! Poor performance!
  9. 9. Poor campaign briefs lead to all sorts of nasty situations... Errors and mistakes! Misalignment of expectations! Poor performance! Inefficient communications!
  10. 10. Poor campaign briefs lead to all sorts of nasty situations... Errors and mistakes! Misalignment of expectations! Poor performance! Inefficient communications! Strained relationships!
  11. 11. So why do so many marketers provide poor briefs - or even no brief at all! - when working with agencies?
  12. 12. VILLAIN NO. 1: The Busy Bug “I’m too busy - I don’t have time to write a brief...”
  13. 13. We get it - there’s never enough hours in the day, and good briefs take time
  14. 14. But Wonder Marketer knows that getting the brief right will save you a ton of time in the long run Less back and forth on campaign details Clear definition of what’s required and expected Fewer mistakes and quicker turnaround times
  15. 15. Vanquish the Busy Bug by investing time up front to save you time in the long run
  16. 16. VILLAIN NO. 2: Miss Alignment “I’m not sure what I need to include in a brief...”
  17. 17. Wonder Marketer knows that all good briefs start with strong objectives
  18. 18. As an agency, our goal is to help you achieve your goals, but if you can’t tell us what they are that becomes much more difficult!
  19. 19. Your campaign objectives should define three things: Purpose of your campaign - the why Desired outcomes and end results - the what Target audience - the who
  20. 20. Your agency’s role is to to work out what channels, platforms and activities will achieve your objectives - the how
  21. 21. Banish Miss Alignment by defining and agreeing your campaign objectives
  22. 22. VILLAIN NO. 3: The Shirker “Isn’t it the agency’s job to create the brief…?”
  23. 23. Leaving an agency to define the brief on their own is like letting a 5 year old dress themselves with no supervision… they will probably come up with something fabulous and interesting, but it might not be quite what Mum or Dad had in mind
  24. 24. Equally, the brief shouldn’t be completed in a fortress of solitude - it’s a collaborative effort between marketer and agency to define the scope and requirements
  25. 25. Wonder Marketer relies on input from both sides of the table to create - and agree - the best brief possible
  26. 26. Outlaw the Shirker by working with your agency to define, review and agree the brief
  27. 27. Wonder Marketer’s three simple steps to kick ass campaign briefs: Invest time in creating a thorough brief Make sure you define your objectives Collaborate with your agency for the best results
  28. 28. Want to save the world of marketing one kick ass campaign at a time? READ THE CMO’S DEFINITIVE GUIDE TO HIGH-PERFORMING PROMOTIONAL CAMPAIGNS DOWNLOAD NOW

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