Briefs – Get them clear and keep your clients

By Tayo Leigh

 05 Aug 2015     Comments

In week two of our focus on Branding and Marketing, we look at briefs, and how expanding media options are demanding getting them water-tight, from day one.

The changing media landscape means there’s no longer a one-size-fits-all approach to branding and marketing. The lines between brands, products, lifestyle and consumers is blurring and the means by which agencies can connect clients with their customers is broadening.

As such the need for clear briefs is more important than ever. Too many campaigns lose focus because their goal was never completely clear, meaning a promising client relationship can turn sour before you have even properly launched.

Get it right, and not only will it be your guide through a possibly evolving campaign, but in a world of ‘social media reach’ and ‘brand awareness’, it will be a reminder of how you were measuring its success.

Once you do, how else might you increase your chances of success in this evolving landscape?


In the past, an agency might simply get to know the product, and then come up with a great eye-catching campaign, launched in an appropriate mainstream media. Now campaigns must move in sync with how consumers interact with different media.

Why not find out:

• What problems they are having - can your product help solve them? • Where do they share the most content online – is it visual, musical? • Do they ever talk about your client – is it positive?

Research where your audience meet and what they say to each other and you may well find an angle through which your product can help.


Why not suggest a pre-campaign phase to test opinion toward the product, gather feedback on how people feel about it and even begin marketing without actually beginning the campaign in full?

Could you:

• Test the product with influential bloggers to encourage positive promotion and discussion amongst their fan base?
• Begin outside of your target market and promote the reaction to the product amongst a different demographic? • Create sympathetic events based around the campaign – fashion houses promote who attends their launch events, as much as the products.

Social media

Any agency who promises their client a guaranteed return on investment in social media should base this on work they have done successfully and repeatedly already. Hashtags work best when they grow organically, and most users can detect a marketing campaign from a mile.

Use it instead as an aid to your campaign, and share relevant, supporting content and you will not only maintain your relationship with your client, but hopefully set up the next phase of their ongoing relationship-building with their audience.

Next week we’ll look at how increasing competition means differentiation and positioning is the key to surviving in a crowded market.


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