Communication Brief, from the Client to the Agency or In-House Creative Team

Context

Clearly articulating the communication brief is crucial for developing an effective campaign solution. However, the process can often be tedious, leaving the team uncertain about which aspects to prioritize. Additionally, clients frequently have an overwhelming number of ideas, which can further complicate the focus and clarity of the brief.

A well-structured communication brief helps streamline the process, ensuring that the most critical elements are addressed efficiently and effectively.

The Drop

Here's a General Campaign Brief template to help improve the clarity of our communication brief.

Some general guidelines:

Do's

1. Be Specific and Clear:

   1. Tip: Clearly define your objectives, target audience, and key messages. Specific details help the agency understand your vision and deliver accordingly.

   2. Example: Instead of saying "increase brand awareness," specify "increase brand awareness among 18-25-year-old urban millennials by 20% in Q4 2024."

2. Provide Comprehensive Background Information:

   1. Tip: Include relevant background about your company, past campaigns, and current market position. This context helps the agency tailor their approach.

   2. Example: Share insights from previous successful and unsuccessful campaigns to guide the current strategy.

3. Set Realistic and Measurable Goals:

   1. Tip: Ensure your goals are achievable within the given timeline and budget. Use SMART criteria (Specific, Measurable, Achievable, Relevant, Time-bound).

   2. Example: "Achieve a 15% increase in social media engagement within three months."

4. Define Your Target Audience Clearly:

   1. Tip: Provide detailed demographics, psychographics, and behavioral characteristics of your target audience.

   2. Example: "Target audience: Females aged 25-34, interested in health and wellness, living in metropolitan areas."

5. Include All Necessary Deliverables:

   1. Tip: List all creative and non-creative deliverables required for the campaign.

   2. Example: "We need a TV commercial, digital banners, social media posts, and a landing page."

6. Outline the Approval Process:

   1. Tip: Define who will approve the deliverables and the process for obtaining approvals.

   2. Example: "The Marketing Director will provide final approval within three business days of submission."

Don'ts

1. Avoid Vague Objectives:

   1. Pitfall: Vague goals lead to unclear deliverables and expectations.

   2. Example: Don’t say, "We want to be more visible." Instead, specify how and where you want visibility.

2. Don't Overlook Budget Constraints:

   1. Pitfall: Not providing a clear budget can lead to unrealistic proposals that you cannot afford.

   2. Example: Don’t omit the budget section. Be transparent about your financial limits.

3. Don’t Skip the Target Audience Details:

   1. Pitfall: A lack of detailed audience information can result in a misaligned campaign.

   2. Example: Don’t just state "everyone" as your audience. Be as specific as possible.

4. Avoid Last-Minute Changes:

   1. Pitfall: Frequent changes disrupt the campaign's progress and can lead to increased costs and delays.

   2. Example: Once the brief is finalized, stick to the plan unless absolutely necessary.

5. Don’t Ignore Feedback Loops:

   1. Pitfall: Not setting up regular check-ins can lead to miscommunication and misalignment.

   2. Example: Establish a schedule for regular updates and feedback sessions with the agency.

6. Avoid Information Overload:

   1. Pitfall: Including too much irrelevant information can dilute the key points.

   2. Example: Be concise and focus on the most critical details that will help shape the campaign.

Best Practice Guidelines

• Collaborative Approach: Engage with your agency as partners, sharing insights and seeking their expertise.

• Consistent Communication: Maintain open and regular communication to ensure everyone is on the same page.

• Document Everything: Keep a written record of all decisions, feedback, and approvals to avoid misunderstandings.

• Flexibility: Be open to creative suggestions and be willing to adapt based on expert advice from your agency.

• Feedback and Evaluation: After the campaign, conduct a thorough evaluation to learn from the outcomes and improve future briefs.

By following these do's and don'ts, your campaign brief will be clear, effective, and set a strong foundation for a successful collaboration with your agency or in-house creative team.