This is a very interesting read and a quick reference for anyone who is considering using creative or marketing services. The guide separates the process into a methodical, planned approach and it gives some great analogies to help explain the main points.
1) Where are we now? 2) Where do we want to be? 3) How are we going to get there? 4) What do we need to do? 5) How will we know that we have arrived?
As a professional creative services company and marketing strategists we approach all of our planning in this fashion – its second nature. In marketing terms you’ll also come across a similar model, defined as SOSTAC; Situation analysis, Objectives, Strategy, Tactics, Action and Control. These two models are basically one of the same, which is why we like this guide so much.
The client brief is the most important piece of information issued to a marketing company. It’s from this very briefing document which everything flows – the better the brief, the better and more accurate the results.
If you’re considering approaching an agency then this guide can be used for all types of creative work. It consists of a template to help internal marketing teams or business owners become the best briefing practitioners possible. Read the full guide.