Briefing your AgencyAt Advertising Agency UK, we give your advertising brief the best chance of success. Advertising Agency UK .co.uk sets out to understand its clients' objectives and to translate these into powerful compelling communications. This ten-point guide sets out the key elements of the brief that we are looking for, so we can focus on selecting the right advertising and design professionals that will position your business most effectively and deliver a strong competitive advantage.1. Background What's the big picture? What's happening in the market? What is the context of the company's positioning within its core market? 2. Objective What is the objective of the marketing activity – enquiry generation, profile raising? What is the anticipated result? What effect should the communication have? What do you want the target audience to think, to feel, to do? 3. Target Audience Who exactly are we talking to? The more precise and detailed the answer, the better. Demographics, psychographics, age, sex and geography will all paint an insightful picture of the people you want to communicate with. 4. Where should we advertise? Having established the target audience, what media most accurately represents the decision makers you wish to target? Which magazines do they actually read or refer to most? 5. What do we want to say? What is the core essence of your brand? What is true, unusual and worthwhile about your brand. What is the single-minded proposition for the campaign? What is the most important thing we can say to achieve your objective? This should be a sentence (or two) expressing a specific idea. 6. What do we need? What is the desired format, structure, size, scope of the campaign? What is the ‘call to action'? 7. What are the mandatory elements? Here's where you put the other details. What logos, contact names, telephone numbers, codes / references must be included? 8. When do we need it? Effective media planning is critical to the success of every campaign. Always try to give your agency ample time for brainstorming, concept development, creative execution and media planning to maximise the value of using their skills. 9. What is the budget? Do you have an appropriate budget allocated for this level of activity? Can you give the agency a ‘ball park guide' since even this can be helpful. 10. What is the approval process? Who signs off the brief / estimate? What is their availability? Include the name, telephone number, address and email address of the person (people) commissioning the work and with the responsibility for signing it off. Click here to brief us with your requirements. |