Marketing Agency Brief – What Does It Look Like? How to Write It?
Posted: Sat Dec 07, 2024 8:05 am
Professional advertising agencies ask the client for a brief at the beginning of their cooperation. Some of them send a template that only needs to be filled in, but what if we are forced to create such a document from scratch? It's not difficult. You just need to know what absolutely must be included in it. In this article, we explain what a sample marketing brief should look like and what mistakes should be avoided when preparing it.
Brief for an advertising agency – what is it?
A marketing brief is a document that primarily contains clearly formulated client expectations regarding marketing activities. The key information contained in it is a kind of guide for people who will be involved in implementing the campaign. With the help of an advertising brief, specialists can design a strategy tailored to the specifics of a given company, its values, goals and target group.
The term brief (from English: short, concise) indicates country code +98, iran phone numbers something short. Many people recommend that a document prepared for an agency should have this form – a marketing brief should be short, concise and specific (like a summary). Remember, however, that the more detailed you explain the issues that are important to you, the better cooperation you can count on with the marketing agency. It is not about creating a paper that is a dozen or so pages long, but about explaining your expectations in detail – so as not to leave any unsaid information.
What should a good marketing brief include?
There is no single document template that will work in every case. This is because an advertising brief for a PR agency should look a bit different than one for an interactive agency or a 360 agency. It all depends on the company you are applying to and what actions you expect. However, certain aspects should be addressed in every marketing brief.
Detailed description
In order for marketing agencies to plan and then implement an effective campaign, they must first get to know your brand, its specifics, values, the way you communicate with your audience, and even your offer and each product. A marketing brief should include basic information such as:
industry,
sector (B2B, B2C),
sales channels,
competition topic,
what makes the company stand out on the market.
When it comes to the marketing brief, a description of the company's current situation is also important, i.e. its current position on the market, consumer awareness and interest, and marketing activities conducted to date.
Target group
Target group description is one of the most important elements of a marketing brief. In order to plan effective activities, information about potential customers is necessary. The criteria that should be described are:
age,
sex,
place of residence (country, city),
occupation,
interests,
education.
The advertising brief should also include the goals and measurable results your company is striving for. After all, you can't provide an answer if you don't know the question. This will certainly improve communication. The same is true for marketing strategy. If the agency doesn't know what it's striving for, it won't be able to choose the right actions.
A marketing brief should include a detailed description of the goals and expected results. If you can, also provide KPIs , or key performance indicators (e.g. increased conversions, increased number of visits to the website, increased number of phone calls to the company, etc.).
Estimated budget
A marketing brief should allow a specialist company to plan a campaign that is tailored to the company's financial capabilities. Different actions will be implemented in the case of an international company than in the case of a small, local company.
Schedule of activities
Remember to define a precise schedule of activities and, above all, set the planned duration of the campaign (start and end dates).
Additional information
Finally, consider whether there is anything important you would like to convey to the agency. Perhaps some additional information about your company or who your clients are will help you set a plan of action and choose the right tools.
How to create a UX brief?
A UX brief provides insight into the specifics of the company, thus giving a clear view of your goals and expectations regarding UX optimization.
At this stage, you can already conclude that the document includes: a description of the problem that you expect experts to solve, the results of the actions taken, the size of the budget and the time frame for the project. Do you have an idea in your head that you have been thinking about for a long time, but you don't know how to implement it? Include these ideas in the brief, and the contractors will certainly treat this information as an important starting point during the implementation of the project.
What is the most important element of a UX brief ? Identifying the problem is information without which it is difficult to move forward. Why did you contact a team of experts with a project? What areas do you want to improve? What problems have you observed in the use of your website? Were you able to see them with the naked eye?
Consider which parts of the platform are not functioning as they should. Maybe you don't know what the problem is, so you hand over the implementation of all modifications to an external agency. In such a situation, experts will conduct an independent audit, thanks to which they will get to know your weaknesses and strengths more precisely.
Also think about what your expectations are for the platform you are managing. Increased sales, keeping customers in the online store longer, or maybe improving the visual qualities of the site? Do you have other goals? List them and indicate why achieving them is particularly important to you.
Get to know yourself better, describe your company's activities, the purchasing process, and present key user data (including data obtained from Google Analytics). The abundance of information works to your advantage.
What mi
Brief for an advertising agency – what is it?
A marketing brief is a document that primarily contains clearly formulated client expectations regarding marketing activities. The key information contained in it is a kind of guide for people who will be involved in implementing the campaign. With the help of an advertising brief, specialists can design a strategy tailored to the specifics of a given company, its values, goals and target group.
The term brief (from English: short, concise) indicates country code +98, iran phone numbers something short. Many people recommend that a document prepared for an agency should have this form – a marketing brief should be short, concise and specific (like a summary). Remember, however, that the more detailed you explain the issues that are important to you, the better cooperation you can count on with the marketing agency. It is not about creating a paper that is a dozen or so pages long, but about explaining your expectations in detail – so as not to leave any unsaid information.
What should a good marketing brief include?
There is no single document template that will work in every case. This is because an advertising brief for a PR agency should look a bit different than one for an interactive agency or a 360 agency. It all depends on the company you are applying to and what actions you expect. However, certain aspects should be addressed in every marketing brief.
Detailed description
In order for marketing agencies to plan and then implement an effective campaign, they must first get to know your brand, its specifics, values, the way you communicate with your audience, and even your offer and each product. A marketing brief should include basic information such as:
industry,
sector (B2B, B2C),
sales channels,
competition topic,
what makes the company stand out on the market.
When it comes to the marketing brief, a description of the company's current situation is also important, i.e. its current position on the market, consumer awareness and interest, and marketing activities conducted to date.
Target group
Target group description is one of the most important elements of a marketing brief. In order to plan effective activities, information about potential customers is necessary. The criteria that should be described are:
age,
sex,
place of residence (country, city),
occupation,
interests,
education.
The advertising brief should also include the goals and measurable results your company is striving for. After all, you can't provide an answer if you don't know the question. This will certainly improve communication. The same is true for marketing strategy. If the agency doesn't know what it's striving for, it won't be able to choose the right actions.
A marketing brief should include a detailed description of the goals and expected results. If you can, also provide KPIs , or key performance indicators (e.g. increased conversions, increased number of visits to the website, increased number of phone calls to the company, etc.).
Estimated budget
A marketing brief should allow a specialist company to plan a campaign that is tailored to the company's financial capabilities. Different actions will be implemented in the case of an international company than in the case of a small, local company.
Schedule of activities
Remember to define a precise schedule of activities and, above all, set the planned duration of the campaign (start and end dates).
Additional information
Finally, consider whether there is anything important you would like to convey to the agency. Perhaps some additional information about your company or who your clients are will help you set a plan of action and choose the right tools.
How to create a UX brief?
A UX brief provides insight into the specifics of the company, thus giving a clear view of your goals and expectations regarding UX optimization.
At this stage, you can already conclude that the document includes: a description of the problem that you expect experts to solve, the results of the actions taken, the size of the budget and the time frame for the project. Do you have an idea in your head that you have been thinking about for a long time, but you don't know how to implement it? Include these ideas in the brief, and the contractors will certainly treat this information as an important starting point during the implementation of the project.
What is the most important element of a UX brief ? Identifying the problem is information without which it is difficult to move forward. Why did you contact a team of experts with a project? What areas do you want to improve? What problems have you observed in the use of your website? Were you able to see them with the naked eye?
Consider which parts of the platform are not functioning as they should. Maybe you don't know what the problem is, so you hand over the implementation of all modifications to an external agency. In such a situation, experts will conduct an independent audit, thanks to which they will get to know your weaknesses and strengths more precisely.
Also think about what your expectations are for the platform you are managing. Increased sales, keeping customers in the online store longer, or maybe improving the visual qualities of the site? Do you have other goals? List them and indicate why achieving them is particularly important to you.
Get to know yourself better, describe your company's activities, the purchasing process, and present key user data (including data obtained from Google Analytics). The abundance of information works to your advantage.
What mi