The Importance of Marketing Briefs

In a recent discussion on a B-school alumni Facebook group, a marketer made a mention about the frustration in the process of iterating multiple designs &then finally arriving at a design that was initially proposed.

There is nothing permanent except Change. Just like Marketing Briefs!

I would be surprised if a marketer hasn't faced this. And I guess , agencies suffer the most when a marketing manager revises the brief (I found the meme here capturing that very well). 😂

What causes this situation? How do we avoid it?

Sharing my learning below.

1. How do you deliver the brief?

I believe, the process of sharing a written mktg brief must be quite common place across organisations. However, there are times when we are in a hurry (at least for smaller campaigns) where we may just type out an email or we may brief the agency over phone / orally in a meeting without actually documenting it. This may save us some effort at that moment, but remember - "A stitch in time , saves nine".

2. Who is briefed?

A client / marketing manager is mostly directly in touch with the client servicing professional n not with the creative team directly. This could cause a loss in translation of the brief, if the brief is not penned down / documented.

3. Who has the final word regarding approval of the output?

You be involved in the operational aspect of briefing the agency etc. However, do you get to roll out the creatives once you are convinced about the output, or do you need your superior’s / other function stakeholders' sign-off? If it’s the latter, make sure you are on the same page with them regarding what the expectation from the creative is.

My ex-boss had put together a Marketing Brief Format and I started following it without making any exceptions, after I burnt my fingers & realized the price one has to pay for taking short cuts (such as not documenting the brief). This was a valuable lesson I learnt early on, in my very first marketing role. Sharing the same below FYR. Hope it helps!

In case the industry matters, FYI- this format was prepared for Apparel Retail brand(s).

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1. What is the basic objective of the communication?

2. Target Audience & Market

3. Which collection/productline are we featuring in this communication?

4. What is the promise/what are we telling them?

5. What are the key talking points in the communication?

6. What do we want the TG to do in response to our communication - is there any call to action?

7. What is the desired creative treatment?

8. Desired mode of contact
(Email / SMS/ Print / Digital / TV / Outdoor - Static / Dynamic content)

9. What would be the campaign period?

10. How will the activity success be measured?

11. What are the mandatory things that need to be taken care of?
(Eg: T&C)

12. What is the budget and timeline?

This format also helps to review the creative agency's output objectively against stated goals.