clientel brief hw

Why do clients write briefs? A client would write a brief because it leads to better and more effective work. It shows how the client knows what they are doing and what they want to do. It would assist them in showing their ideas. It would also save time and money to give an agency a clientele brief.

 Outline the 3 Principles behind a good brief-

1. In a written brief you would explain all things wanted by writing it out and sending it to the agency. Once they would obtain it the agency would split up and two teams and debate separately about the brief. A written brief is also vital in ensuring the buy in of other key people in you company.

2. In a brief it shouldn’t all ways have a massive load of writing and text it should have a focus and creates the platform for a great strategic leap. To much information in the before can fog the process. Relevance and context are more important than reams of data. A good brief would make the agency enthusiastic and inspire to help create it.

3. In the brief it should have jobs of which people are doing what things. Start thing by making sure that the objectives are clear and easy to understand. Vague terms such as improve brand image wouldn’t help to convey the point trying to be put across. The client briefs should focus on making sure the business problem is properly defined and all briefs should have effectiveness criteria and evaluation methodology written into them

What elements should a good brief contain?

1. Project management should ensure that the basic facts of the project are provided.

2. Where are we now describing the current position of the brand its background and the key issues it faces defines the start point for the journey on which communications will take brand

3. Where do we want to be: section defines the desired destination of the journey on which successful communications will have taken you

4. What are we doing to get there: They would be using strategies like marketing and campaigning this will involve telling the agency what you want for it and communicating

5. Who do we need to talk to: All communications are designed to elicit some form of responses from of response from a particular group of people.

6. How will we know we've arrived: The agencies and the client will need to know what success or failure will look like Measure should be put in place to establish whether or not the campaign delivers against its desired objectives.

7. The practicalities: The response to the brief will have many implementation consequences, so it’s important that all the key practicalities for them to bear in mind are included in the brief. The budget this will vary from frief to brief but ideally the clientele will know the budget from the outset.

8. The final piece of detail needed in the brie is who has the authority to sign off the work that the agency produces. This person should be the one to sign off the brief before it is given to the agent.