The Best Way for a Client to Brief an Agency

Giving an agency the right information so that it can come back with the best possible solution.

This new guide, co-authored by BetterBriefs and Mark Ritson in partnership with the IPA, is a practical tool to help marketers write better briefs for agencies.

It aims to create a shared understanding between marketers and agencies as to what constitutes a good brief (and briefing).

Chapters cover:

• The importance of briefs
• Marketing strategy shaping briefs
• Writing briefs
• Briefing the brief

source: IPA UK, 6 July 2022