Essentials for Briefing Effective Marketing

Essentials for briefing effective marketing

How to write and deliver inspiring briefs for remarkable ideas that work

Briefing is a core skill for any marketing practitioner, yet how many of us feel confident to do it consistently well?

The Marketing Association recognises that empowering marketers at all levels to master the art of the brief is essential to our role in helping marketers be brilliant.

What to expect

Make it clear

“Creativity thrives on clarity”

• Anchoring to clear, measurable outcomes for your organisation (setting business objectives)
• Specifying the necessary audience behaviour to achieve those outcomes (setting behaviour objectives)
• Defining the target audience and their core motivation
• Defining intended message outtake - know the difference between an ask, a proposition, an RTB, USP, and UBR
• Specifying and framing the budget
• Specifying and framing mandatory inclusions

Make it concise

“Give me the freedom of a tight brief”

• The role of the brief document, and why it’s a ‘brief’ not a ‘long’
• Strategy is all about sacrifice - how to decide what’s in and out of scope

Make it compelling

“Good briefs make great work inevitable”

• The role of insight for briefs and where to look for it
• When and how to brief market research to feed into your brief
• Recognising a good brief
• The art of running an inspiring briefing session
• How to use the brief when assessing creative concepts