Nailing the brief

Nailing the brief
SHARE
THIS



Briefs fail to inspire. They are often uninspiring, dense decks of corporate mumbo-jumbo that are treated like a rigid rule books. Marketers need to energise their partners, but it is also an agency’s role to push back. Here Jaid Hulsbosch looks at the most common design brief mistakes and how to avoid them

Is your agency passive or Passionate? Consider your creative agency’s current mood…. 

Is it a team keen to keep the status quo, offering little input and simply following instruction? Or, does your agency have a passion for your business and is always looking for ways to improve and if need be, push back to deliver the right communications for your brand?

A critical first step for brand agencies is getting to know their client’s business intimately. Effective work can only be produced if the total picture is understood.

The most important tool that informs the strongest conceptual outcomes is the right brief.

The right brief comes from asking the right questions. Both the client and agency take on the responsibility to develop an extraordinary brief that ensures a strong platform from which to commence the creative ideations.

We’ve witnessed a few mistakes during the briefing process and recently, Heinz Australia commented on the issue. It was acknowledged they were well on the way with product development before integrating the design team. Well done to Heinz in recognizing the problem and taking steps to implement changes.

A few more common mistakes are:

  1. The client may withhold information because they don’t consider we need to know the business as a whole narrative, only its marketing plans and strategies.

  2. The client has a pre-conceived idea of what the creative should be and briefs us accordingly with established notions.

  3. And of course, let’s not forget timings – every agency’s catch cry – allow enough time to generate world-class ideas!

Like any worthwhile relationship, the expectation is for both client and creative team to commit 100% to the process. The client commitment in particular reflects a genuine belief in the function of brand, an understanding of the value-add it can bring to the bottom line and a total trust in its ability to deliver.

The most important part of the brief is our understanding and clarity of the business opportunity. John Borghetti, CEO, Virgin Australia was direct and clear with his vision to transform the business from a low-cost challenger to a contemporary, re-energized leader. Ultimately a strategic ‘game-changer’ for the Australian aviation market.

This transformation demonstrated how clear thinking, determination, passion and brand vision can elevate an underdog to a genuine competitor.

So what does a client need to give its agency to create an effective piece of communication?

All of the following but not limited to:

  • The business – What’s your business plan? (for the next 3yrs, 5yrs, 10yrs, 20yrs)

  • The market – What information do you have on the wider and niche markets?

  • The customer – Whom are you talking to and what do you know about them? What’s your current perception about the brand and business?

  • Marketing – What’s your long-term and tactical marketing plan? What are the current equities? What are your platforms of communication?

  • Key Point – What’s the single most important thing you want your audience to know or do when engaging with your brand?

Jaid Hulsbosch, director, Hulsbosch

Please login with linkedin to comment

Latest News

Pooled Energy Appoints Magnum & Co And The Wired Agency
  • Advertising
  • Marketing

Pooled Energy Appoints Magnum & Co And The Wired Agency

Swimming pool electricity retailer Pooled Energy has appointed Magnum & Co and sister agency The Wired Agency to its roster, following a competitive pitch. Magnum & Co will handle Pooled Energy’s social media and PR, while The Wired Agency has been appointed to manage the company’s search and display advertising. Both agencies will collaborate with […]

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]