Three principles for briefing agencies more effectively
Following my article on “Rethinking the client-agency relationship,” this is the first in a three-part series on how to more effectively manage agencies through the initial brief, pitch process, and creative work. Let’s start with the brief.
/ Photo by Kelly Sikkema on Unsplash
My recommendation to deliver a great brief to an agency is to follow three principles:
Be Brief
Too often, we as clients have a tendency of “throwing the kitchen sink” at agencies. Consumer ethnographies, company financials, brand history, benefit ladders, launch plans, brand growth plans, brand architecture, brand purpose. Information overload rarely is effective. Be brief with your briefs. In their deck “Great Presentations Are Like Ads,” Slide Comet shares a useful tip about the purpose of “briefs” (the kind you wear). They cover what’s important. When briefing, strive to provide clarity quickly. Share only what you feel is critical to the project. Nothing more, nothing less. Even before you brief, ask the agency what information they desire to get started. I’ve found in almost every instance, agencies require less detail than what we clients think they need. Some of the most effective briefs I’ve seen have been summarized in 15 words or less. On the other hand, when I’ve caught myself going into long explanations, I’ve realized our team wasn’t clear or aligned on what we wanted.
Be Creative
Be Clear
- What would “good enough” look like?
- What would “perfect” look like?
- Who are the key decision makers?
- What is the specific deadline?
- What is the exact budget we will commit to?
- What’s hard about creating this campaign?
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With over eight years of client-side brand management & marketing experience at Fortune 500 FMCG and start-up companies in the US & UK, managing brands that include Glad, Liquid-Plumr, Gü Puds, and Häagen-Dazs, Joseph Liu helps professionals & small business owners relaunch their careers with resources to help them navigate career change and more powerfully market their personal brands at josephpliu.com. He's also the host of the Career Relaunch podcast, featuring inspiring stories of career change.