Writing an effective brief - Panteion University, Ad & PR Lab
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The document emphasizes the importance of a well-structured client brief in the advertising strategy process, detailing key components that should be included for effective outcomes. It outlines the necessary information such as brand insights, target audience, competition analysis, specific goals, and key performance indicators that should be requested from clients. Additionally, it provides guidance on creating an informative brief for the agency's creative team to inspire and maintain discipline in advertising practices.
Writing an effective brief - Panteion University, Ad & PR Lab
- 1. Ad & PR Lab Panteion University
- 2. Hello again
- 3. Last time
- 4. Basic principles of strategy Know your market Define your USP Consider your resources Make sure you can keep your competitive advantage and then… Set Defined Goals and Objectives When you develop a Strategy you stick to it Explore Different Tactics Always Measure and Then Evolve
- 5. Today we set foot inside
- 7. It all starts with a brief
- 8. …but that doesn’t mean they always bring a good brief
- 10. Why it is crucial that a client gives a decent brief A good brief is the most important piece of information that a client can pass on to an agency to ensure an exceptional outcome and measureable work A good brief saves time and money A good brief is a written brief that has been approved by the levels of the client that will make decisions on which proposals will be realized
- 11. What to always ask for in a client brief Information on the brand/service/institution you have to come up with a strategy for: the character, the position in the market, the price point, the chosen distribution strategy Target group: is there research that determines the potential buyer/user? View of the competition: this will start off your own research in order to differentiate
- 12. What to always ask for in a client brief Digital assets (website, microsites, social media, mobile apps): analytics often help you acknowledge the interests or the dislikes of your visitors Specific Goals that have to be achieved through the campaign (awareness, leads, sales): if you believe what the client expects is not feasible, you must make an argument upfront KPIs (Key Performance Indicators): these are the factors that will determine whether your campaign will be considered successful or not
- 13. What to always ask for in a client brief Previous activations so that the new campaign is an evolution vs. what has already been done. Results of the activations, as well Media that have been utilized. Additionally, are there any agreements that you have to take under consideration in your planning of the campaign?
- 15. The road to less nervous breakdowns Create a Client Brief form that you will distribute to your clients Do not accept anything less in order to start working If the client refuses to fill the form, arrange a meeting, try to elicit the same information and send back a contact report with the issues discussed, asking them to confirm before you go on with your work
- 16. So, hey, we’ve got a new brief in the agency
- 17. Do NOT forward the client brief in the agency
- 19. Your brief is meant to inspire the creative team
- 20. But also to bring discipline in the art, so it becomes advertising
- 21. Your brief may also address other teams, such as media, production, etc.
- 22. Your responsibility is to find the right way to touch your internal target audience within the agency
- 23. Usually, there is an agency creative brief form
- 25. Background All the elements that will help your team understand the product/service, the environment, the business background, what the business goals are, the opportunities, etc. Make sure it’s all laid out as simple as possible – you don’t want to impress your team, you want them to understand the case
- 26. Objective What this particular brief’s aim, ie. present a new product to the target group, strengthen the awareness of a service, enhance trial, engage more people with a flagship store, etc.
- 27. Target audience The people you want to touch with your campaign. That actually means “people”, so don’t only use numbers (demographics) to define them. Try to describe who they are, what their habits are, what they would like to do if they had the chance, the issues they are facing in their everyday life.
- 28. Promise The product’s offer in a single sentence, the benefit that will present to the user. That could be (according to respective cases) “making your everyday life easier” for an e-banking service, “never worrying again about your kid’s safety” for a new car seat, “freeing your hands in the garden” for an innovative piece of garden machinery, etc.
- 29. Support for your Promise Why will people believe in your Promise? These are the features and details of your product that prove your Promise – so, a reality check for your Promise
- 30. Key outcome What we want the target group to do, feel or think as a result of our campaign.
- 31. Tone of voice Are we talking funky, dirty, seriously, with a tint of humor or in plain informational tone? (usually, clients will tell you that they want their campaign to sound modern and friendly – try to read a bit more into that)
- 32. Timing & Parameters Requested timeline, internal time plan to meet the client’s deadline, time needed for production, stoppers, etc. There may also be mandatories that must be taken under consideration (brand guidelines, strong no- nos, etc.)
- 33. Not to make you anxious, but briefing is the most important process in creating a campaign
- 34. Home-fun: - You have a client brief: your client is Ad & PR Lab (so, Betty Tsakarestou) - Work on your brief to your agency and bring it back, so we can all discuss it in class
- 35. All these wonderful things happen within the magical walls of an advertising agency
- 36. Next time we’ll get into those walls
- 38. Thank you
- 39. Appendix | More brief samples