Briefing is an assignment that firms an advertising agency into the position to create a desired result but still have enough free space when it comes to the realization. Every briefing is a new individual, complex and elaborated assignment and requires a clients’ intensely preparation to enable the advertising agency operate at full capacity and to achieve desired results. If it lacks the internally determined briefing the project starts on agency’s side already within the proposal preparation. It is hard to calculate a required effort and time as long as the assignment and clients’ expectations aren’t clearly defined and need to be carved out first. Apart from the expenditure and inponderables which sometime move clients to cancel the project due to being over- complex assessed. By then provided services do not have any added value for the agency.
Despite there is a variety of different briefings there are few generalities whose observance facilitates the briefing’s wording and quality. Besides it simplifies to prognosticate the briefing’s consequences in terms of provided services by the agency. With a high degree of probability occurring mistakes will lead to undesirable results. Important rules on briefing are to always choose the written form. For instance to coordinate every significant parameter internally with all participants and not to ask for their opinion after a performed service. Furthermore, mentioned information sources and contact persons should be researched in the run-up.
Why briefings are rarely as good as they should be – most common reasons are:
- client lacks time to prepare the briefing in proper time
- client generally doesn’t know what he actually wants
- client doesn’t want to commit himself
- client isn’t skilled in writing briefings
- thoughts like ,, our agency has to be aware what needs to be done ’’
To obtain best results, save time and avoid conflicts those who instructed third persons have to brief themn in a proper way. Additionally responsible persons should clearly express structured targets and to-do lists.
Impulses for the realization of an advertising briefing
- background information
- concrete assignment
If possible the briefing should be characterized by short and precise wording and defined main targets. The essential and indispensable frame work is:
- define amount and composition of the budget
- make appointments and define deadlines
Further dates for project-independent measurements have to be coordinated with relevant deadlines and dates. Next to budget and time- management the agency should be aware of other measurements which aren’t jointly implemented. For example:
- distribution activities
- public relations activities
- promotion activities being implemented by the company itself or by others