How to Write a Good Marketing Brief

Often clients ask us what need to be included in a brief or worst they do not provide a brief at all.
It is essential for all third parties involved in a briefing process to actually receive a brief it enables for the brand to capture all ideas, information that can be handled in a transparent manner to the agencies who can deliver the tailored content thanks to the detailed brief.

A brief is the occasion for the marketers and brands to gather all ideas related to a campaign or a project in one place. Briefing agency orally is always nice to have, while a written brief is a must have. When briefing an agency in an oral manner it is always possible to forget a few elements or details that cannot be forgotten if written down in a brief. It also ensures the agencies and brands that the process has been truly thought through, that it is a strong intentional project that require immediate and diligence support.

Whether you like it or not, the quality of the brief will increase the chances to receive a quality proposal from the agency. Therefore we’ve collected a list of must have elements to have in a brief:

Elements to include in a marketing brief:

• Company or client overview.

• Campaign or project objectives.

• Campaign or project purpose.

• Target audience and/or segmentation details.

• Campaign Geographic location.

• Deliverables.

• campaign Timing.

• Normal Brand Seasonality.

• Budget.
  

If not all information are available it is important to highlight that they are not available at this stage or not applicable to your campaign or project.
Having a brief in writing will capture and write in stone your brand ideas and direction, it is definitely a plus and must have when a brand wants to create a memorable and impactful campaign.
Good luck and wishing you to enjoy the first step of a promising campaign!