Writing an effective brief - Panteion University, Ad & PR Lab

Ad & PR Lab Panteion University

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Last time

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

Today we set foot inside

Deconstructing strategy

It all starts with a brief

…but that doesn’t mean they always bring a good brief

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

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

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

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?

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

So, hey, we’ve got a new brief in the agency

Do NOT forward the client brief in the agency

Your brief is meant to inspire the creative team

But also to bring discipline in the art, so it becomes advertising

Your brief may also address other teams, such as media, production, etc.

Your responsibility is to find the right way to touch your internal target audience within the agency

Usually, there is an agency creative brief form

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

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.

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.

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.

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

Key outcome What we want the target group to do, feel or think as a result of our campaign.

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)

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.)

Not to make you anxious,

but briefing is the

most important process in creating a campaign

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

All these wonderful things happen within the magical walls of an advertising agency

Next time we’ll get into those walls

Thank you

Appendix | More brief samples