The secrets of a good briefing process revealed


All that starts well, ends well.

Campaign success or failure is more often than not determined by the very first step in the process: The Brief.

Campaign success or failure is more often than not determined by the very first step in the process: The Brief. Yet many agencies don’t encourage their account teams to pay adequate attention to the briefing process. Whether your staff are launching an internal project or coordinating an international marketing campaign, they need to ensure they have written a fully researched and detailed brief.   They need to be sure it contains sufficient checks and balances to ensure it delivers the expected level of ROI for the client, as well as a profit for your agency.

Getting the brief right means understanding the core project values – what the client is trying to achieve, who the intended audience is, and what messages or creative concepts will best engage the campaign’s target market.

If you’re concerned that current briefing processes are not enabling your staff to deliver the results you want, here are some things to bear in mind…

Make sure all stakeholders get involved from the start

The first thing your account director or project manager should do with any new campaign is to hold a team meeting or conference call. All the key project stakeholders need to be involved in this kick-off meeting, to ensure they understand the full scope of work and agree with the objectives your team is trying to achieve. By involving the whole team at the launch stage, queries can be answered and concerns addressed quickly, which results in the campaign running much more smoothly from start to finish and meeting core KPIs.

Make sure EVERYONE signs off briefing documents

While it might be the project manager’s responsibility to write the briefing document, everyone involved in the campaign will be working to it – and therefore they need to buy into it early on.

Whoever is strategically leading the campaign needs to make sure all the key stakeholders review and sign off the brief. This can help to avoid painful changes and rewrites further down the line.

They then need to share the brief with all execution teams and invite their feedback. It’s important that those rolling out the campaign make sure it meets their needs up-front, so any messages and assets can be adjusted prior to launch.

Ensure all stakeholders keep referring back to the brief

Once campaign planning documents have been written, your project manager must not file them away when assets go into production. Encourage them to keep referring back to the brief at all times, to ensure they are staying on brand and on message, and maximizing their chances of delivering on campaign KPIs.

Improve your content briefing process with Brandgility

To make the briefing and feedback process quicker, simpler and easier for your staff to manage, many companies choose to invest in a campaign asset distribution management solution – and Brandgility leads the market in this area.

Brandgility has also developed an automated briefing tool within their distribution platform, which captures and records stakeholder contributions within the system at every stage of the briefing process, no matter where in the world they are located.

See how Brandgility’s campaign asset distribution and briefing management technology could benefit your business by requesting a free demonstration from one of our experts.


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