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Getting to12 th Fe
etter briefsruary 2009
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1. Why good b iefing m a tters
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Why good briefing m a tter
Effectiveness
Time
Cost
Enthusiasm
Accountability
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2 . Wha t m ak es a ood client brief?
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Wherever possible, there should be a written brief
Committing to this formal process will help structure your ownthinking and minimize the risk of misunderstanding
Wherever possible, there sho
uld be a written brief
Committing to this formal process will help structure your ownthinking and minimize the risk of misunderstanding
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A ll the homework should already have been done
The client should understand the product/service inside-outand be able to bring it to life for the agency
A ll the homework should alr eady have been done
The client should understand the product/service inside-outand be able to bring it to life for the agency
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It should be crystal clear
A void ambiguous language, fence-sitting or fudgingA void ambiguous language , fence-sitting or fudging
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In particular, success must be clearly defined
What the communication must achieve, andspecifically how this will be measured
In particular, success must b e clearly defined
What the communication must achieve, andspecifically how this will be measured
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It should be single minded
There may well be more than 1 message to get acrossin the whole campaign, but what is the most important one?
There may well be more tha n 1 message to get acrossin the whole campaign, but what is the most important one?
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T h e brief s h ould bebrief
I have only mad because I have not had
All t h e import a nt stuff mustm a teri a l s h ouldnt be in
this letter longer time to make it shorter
e included but perip h er a lluded for t h e s ak e of it
Blaise Pascal
1657
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You should be able to road test it
If the brief seems impossible to you,having written it, it probably is
You should be able to road te st it
If the brief seems impossible to you,having written it, it probably is
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There should be a briefing meeting
Need to bring to life, clarify, inspire,debate and explain off the record
There should be a briefing m eeting
Need to bring to life, clarify, inspire,debate and explain off the record
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There should be enough time
Try to avoid up-front delays, false deadlines,unbalanced timelines
There should be enough time
Try to avoid up-front delays, false deadlines,unbalanced timelines
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3 .Specific a lly, incl ha t s h ould beded?
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Wh ere a re we now?
Financials
Behaviour
Attitudes
Political/internal issues
Other contextual factors
And how all these have changed/a
A ver y cle a r summ a r y of w h
e changing over time
y th is brief ha s come a bout
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Wh ere do we w a nt to be?
A tangible objective
Ideally expressed in human terms
Mak e sure its me a sur a
attitudinal, behavioural
ble ide a lly qu a ntified
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Wh o do we need to t a lk to
Prioritised
Quantified if possible
Described as vividly as possible
T h e first point is cruci a l f typic a lly ha ve m
r Virgin T r a ins , wh ere weltiple a udiences
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Wha t do we need to s ay to
Initial suggestion for the primary m
As much (or as little) secondary su
As noted e a rlier , th is sectiobut a g a in your prioritis a tion
th em?
ssage
port as required
n mig h t need to be flexible ,will re a lly h elp our t h in k ing
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P itf a lls
Internal issues
Wider political issues
Research learnings
Previous attempts
With out closing routeIts h elpful to w a rn us a
down unnecess a rily,out potenti a l be a r-tr a ps
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P r a ctic a lities
Budgets
Media commitments
Timings (and rationale)
Mandatories
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4 . Be yond h e briefing
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Some import a nt issues po
The difference between a client bri The need to talk asap if things cha
st-briefing
f and a creative brief
ge
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D iscussion