Writing a good marketing brief is an art not a science, but process helps!
It has been said that a brief should be exactly that – brief. This in my past experience normally comes from Advertising professionals who are always focused on the “Big Idea” and are time poor. That works well for agency’s with clients that have worked together long enough to know the brand and how to deliver that single creative proposition. but it may not be ideal for enterprise and small business who may not have that deep relationship which some corporates and national and international agency’s share.
But what do you need to do when you a smaller business and you have a million ideas and are looking to start work with a new agency, designer, web developer and internet marketer to create you a great campaign, website or promotion? Well, like any business you can have a million ideas but you most probably will not have the funds to pay for them all! So, a brief is a great way for you, the client, to focus on what you really need and can afford to invest.No Comments »