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how to work with us

The best creative work in done in response to a painstaking brief. And yet, as we are all too well aware, written briefs are time-consuming and difficult to get ‘right’.

90% of clients and agencies believe that a combination of written and verbal briefing is ideal to produce work which helps to make your organisation successful.

why a brief?

There are three compelling reasons for writing a brief for every piece of major work from an agency:

1.You get much better work and stimulate creative imagination in the precise direction you want.
2.It helps you to and the agency get to an outstanding solution first time, saving time and money.
3.It helps the work perform better, hit the marketing and sales numbers and remunerate the agency in a fair, agreed way.

So here’s a quick guide to the format of a brief, based on the creative industry’s guidelines:

1.Project management: the basic facts, companies, contacts, people, brands.
2.Where are we now? Current position of the brand, its background and
the key issues.
3.Where do we want to be? Goals should be set in the context of corporate business and marketing plans.
4.What are we doing to get there? Marketing and campaign strategy
for each medium.
5.Who do we need to talk to? All communications aim to elicit a response
from particular groups: who are they in demographic, lifestyle, attitudinal
and product usage terms? What tone-of-voice should we use?
6.How will we know we’ve arrived? How will the campaign be measured,
who will measure it, how will it be measured?
7.Practicalities: budgets, timings, other considerations.
8.Approvals: who signs off the brief and the resulting work?
How does the approval process work?

We can help you compile a written brief through an initial no-obligation meeting and get to the point where you are happy with the brief. Our experience will add considerable value to it and ensure that you commission the correct work, at the right time for a price satisfactory to both you and the commissioned agency.

Contact us here info@1960creative.com to help you get your brief as accurate as you can.