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How to brief an agency... It's so simple!

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Agencja Kamikaze
Agencja Kamikaze

Briefing an agency is easy..? Yes. If you follow a few simple rules. Kamikaze had a pleasure to support Polish teams in L'Oreal Brandstorm competition. During the contest we created a short presentation to make the cooperation as smooth as possible.

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LAY’S AGROPROGRAM: ZMIANIA POSTRZEGANIA CHIPSÓW LAY’S Prezentacja przygotowana przez: Questia Sp.z.o.o Sp.k oraz Kamikaze Sp.z.o.o
08. WORKING WITH US
01. WHERE ARE WE NOW?
02. WHERE DO WE WANT TO BE?
WHERE DO WE WANT TO BE? Think of this as your destination Define the single measurable objective that looks like success This could be an increase in sales, changing attitudes or behaviour. Time-bound target.
03. WHAT ARE WE DOING TO GET THERE?
WHAT ARE WE DOING TO GET THERE? Marketing strategy, a communications strategy or a campaign strategy Tell your agency how it relates to your other activities so they can think about how this ad will complement existing or other planned activities.
04. WHO DO WE NEED TO TALK TO?
WHO DO WE NEED TO TALK TO? Define your target audience Include: demographics, lifestyle, current engagement, attitudes — anything you think is relevant
05. HOW WILL WE KNOW WHEN WE HAVE ARRIVED?
HOW WILL WE KNOW WHEN WE HAVE ARRIVED? How will you know you’ve been successful (reached your destination) How will this be measured
06. TIPS ON WRITING THE BRIEF
TIPS ON WRITING THE BRIEF Make sure you have a clear objective or idea before you write it Think about your audience - get them excited Write clear, active statements. No long sentences No jargon, no internal lingo Only include the most important information in the brief Attach any otherrelevant material separately Keep it short.
07. BRIEF FORM
BRIEF FORM BRIEF FORMBackground: ______________________________________ Brand Info: _______________________________________ Product: __________________________________________ Target Group: ______________________________________ Business Objectives : ________________________________ Strategy: __________________________________________ Requested Work: ____________________________________ Timing: ____________________________________________ Aim Of The Project: ___________________________________ Constraints : _________________________________________
08. WORKING WITH US
WORKING WITH US Brief Us Our Questions Your Answers Project Corrections (Two Times) Final Project
How to brief an agency... It's so simple!
How to brief an agency... It's so simple!
How to brief an agency... It's so simple!
How to brief an agency... It's so simple!
How to brief an agency... It's so simple!

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How to brief an agency... It's so simple!

  • 1. LAY’S AGROPROGRAM: ZMIANIA POSTRZEGANIA CHIPSÓW LAY’S Prezentacja przygotowana przez: Questia Sp.z.o.o Sp.k oraz Kamikaze Sp.z.o.o
  • 3.
  • 4. 01. WHERE ARE WE NOW?
  • 5.
  • 6. 02. WHERE DO WE WANT TO BE?
  • 7. WHERE DO WE WANT TO BE? Think of this as your destination Define the single measurable objective that looks like success This could be an increase in sales, changing attitudes or behaviour. Time-bound target.
  • 8. 03. WHAT ARE WE DOING TO GET THERE?
  • 9. WHAT ARE WE DOING TO GET THERE? Marketing strategy, a communications strategy or a campaign strategy Tell your agency how it relates to your other activities so they can think about how this ad will complement existing or other planned activities.
  • 10. 04. WHO DO WE NEED TO TALK TO?
  • 11. WHO DO WE NEED TO TALK TO? Define your target audience Include: demographics, lifestyle, current engagement, attitudes — anything you think is relevant
  • 12. 05. HOW WILL WE KNOW WHEN WE HAVE ARRIVED?
  • 13. HOW WILL WE KNOW WHEN WE HAVE ARRIVED? How will you know you’ve been successful (reached your destination) How will this be measured
  • 14. 06. TIPS ON WRITING THE BRIEF
  • 15. TIPS ON WRITING THE BRIEF Make sure you have a clear objective or idea before you write it Think about your audience - get them excited Write clear, active statements. No long sentences No jargon, no internal lingo Only include the most important information in the brief Attach any otherrelevant material separately Keep it short.
  • 17. BRIEF FORM BRIEF FORMBackground: ______________________________________ Brand Info: _______________________________________ Product: __________________________________________ Target Group: ______________________________________ Business Objectives : ________________________________ Strategy: __________________________________________ Requested Work: ____________________________________ Timing: ____________________________________________ Aim Of The Project: ___________________________________ Constraints : _________________________________________
  • 19. WORKING WITH US Brief Us Our Questions Your Answers Project Corrections (Two Times) Final Project