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Key learnings from Good Brief Week 2015

Key learnings from Good Brief Week 2015
Recognising the marketing world is evolving very quickly and that everyone’s briefing skills could do with a little polishing, the IPA & ISBA created a week-long series of six inspiring events, debates and discussions designed to focus on sharing great briefing practices.

Whose brief is it anyway? 

  • The best briefs clearly state what the business needs to achieve or what success looks like. They outline the business problems, for instance, why do customers prefer rival products? They also state what the desired response of the customer would be - both emotional and practical.

  • A good brief has to be exciting and inspiring and make people do something. 

  • 'As a client, we provided the agency with a clear view of what we wanted to achieve and also how we wanted to get there and gave the agency all the tools and power to help them funnel through the transmission and create something special.' - Piers Newson Smith / Head of Brand and Marketing Planning at Direct Line

  • Be very clear with the KPIs, clear about what makes success and gives people the opportunity to think about the bigger picture.

  • The business problem has to be well defined for it to be solved.

A comprehensive recap of the event can be found here 

Image 2 Who's brief is it anyway?   Image 3 Who's brief is it anyway?

Briefing for real-time reactive content

  • It is critical for brands to assess real-time content opportunties based on how appropriate it is for them and whether then even have a right to do so. The real-time world is chaotic and simply latching a brand to a moment may or may not be relevant.

  • Brands fundamentally need three basic ingredients to make the real-time magic happen. Story. Speed. Surprise

  • Avoid the paralysis of perfection.

  • A smart node at the centre of the business that feeds intelligence and allows everyone a voice and a share of responsibility, but the only people who get a vote are the ones with direct risk responsibility, this helps people to be more agile and responsive.

  • Real-time marketing has to align short-term attention on the stories of the day with the long term brand narrative.

A comprehensive recap of the event can be found here

IPA 031115 008   IPA 031115 019

Briefing to achieve integrated ideas and encourage maximum agency collaboration

  • Collaboration requires a high value of trust driven by mutual interest and needs all parties to share the value created.

  • Collaboration is a skill. If you want to get there, you need to learn firstly to co-ordinate and the co-operate. 

  • The clientside marketer has responsibility for driving inter-agency collaboration process. They may not lead, especially if they delegate that responsibility to a lead agency, but they do create the rules.

  • When trying to encourage greater client and agency collaboration, ask yourself 'What would Darren do?' 

What would Darren do?
A comprehensive recap of the event can be found here


Creative briefing that will inspire a client CEO

  • Every CEO and business needs an organising idea.

  • Most agency briefs originate from the marketing departments and the make their way to the agencies and communications departments. But with an organising idea, the brief originates from the CEO or the company idea and vision.

  • An organising idea delivers brutal clarity, along with an uncompromising filter for ideas because it guides how a brand expresses itself and articulates the company value.

A comprehensive recap of the event can be found here

IPA 041115 050  IPA 041115 073

New dynamic briefing processes for CRM pitches

  • The IPA's Customer Experience Group is currently developing a new template for CRM briefs that will embrace communications, data and technology to monitor, manage and improve the customer experience of brand across all interactions. 

  • The tools to 'tackle CRM briefs include:

Identifying what your CRM requirements are. Knowing where to start should help define and accelerate the process of a shared understanding of what your actual CRM needs are. 

CRM Briefing 1   CRM Briefing 2

Creating a roadmap for internal processes. A traditional advertising pitch includes RFI/Creds; RFP/Submission; Pitch 'Your answer', whereas a CRM pitch covers Assurance, Approach and Answer.

CRM Brief 3

A comprehensive recap of the event and slides can be found here 


How Molson Coors created an 'all agency' brand immersion pitch

  • Immersive pitch briefings between client and participating agencies enables an agile deep dive into the business and its people.

  • Every single moment and intervention during an immersive pitch briefing can be rated and ranked, resulting in a solid client decision. It provides evidence at every step of an agency's behaviour.

  • The more passionate the client is about the process, the more the potential agencies can get out by immersing themselves in the culture. This leads to an agency choice that's moved beyond the onboarding stage and enables them to really hit the ground running.

A comprehensive recap of the event can be found here

IPA 61115-9652   IPA 61115-1-11

Last updated 02/12/2015

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