Image courtesy of SonOfJordan. For those of you frustrated by the lack of sense my trends presentation makes when you only have the charts,…
My new rubber stamp. If there is enough interest I might get some more made. I gave a talk at Haymarket’s Trends Plus conference this…
Tango, undoubtedly Jon Leach’s most famous planning hit, or was that the 4th Emergency service? I don’t often get to APG talks, to my eternal…
Downstream – where planning is heading. Image courtesy of SunnyUK I had the absolute privilege of judging the Account Planning Group Creative Strategy awards recently.…
Napoleon, the source of the first leadership lesson. Image courtesy of Boston Public Library. I was recently asked to talk about leadership. Now, those that…
What’s the plan for planning? Image courtesy of see_another_side. A few years ago in an orgy of self-congratulation and a pithy monographs invoking the spirit…
Here are the useful bits from the presentation I did last week to IPA 4. Thanks to Mr Tom Morton for pulling the whole show together and to all the planning heads that helped me by illustrating their distinctive planning style.
Developing your own planning style
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Now that’s a swisssh. Image courtesy of ..Emma.. The participation band wagon rolls on in adland with agencies and clients seeming content to sacrifice effective…
Image courtesy of Lufitoom I was taking afternoon tea with the man-legend Russell Davies this week and amongst many random things we chatted about was…
The post on Client briefs and briefings seems to have got a bit of interest so I thought I’d make available a rudimetary briefing format for Clients to agencies.
I’m sure that it’s not perfect but it may help, especially if your clients or you as a client don’t have an approach to briefing that is set in concrete.
This is a short paper I wrote for Clients to help them create better briefs for their agencies and therefore get more effective work out of them.
Lets start with a clear definition of roles – for the people and documents involved in briefing.
Clients are marketing professionals and brand guardians. You understand what performance the business needs from its portfolio of brands, the problems that those brands face in delivering this and the way marketing communications can be applied (alongside the other weapons in the mix) to get the results you need.
Client briefs should reflect this role and should act as a contract between client and agency to deliver communications solutions that meet that brief.
Agencies are creative problem solvers that understand the way to engage people with brands both strategically and executionally.
Agency creative briefs are internal documents we use to get the solution you need from the various creative disciplines in the agency. That’s the fundamental way in which they differ.
Greetings from Charlotte Street. Image courtesy of Michael in South London. Well you all know of my fondness for the idea of revelation as the…
