The brief

It's the foundation stone of any and every advertising campaign. It's the bible to which everyone will refer constantly.

But, as important as it is, it does not have to be a long and complicated document. In fact, it seems that we all absorb less from more words.

We all tend to avoid long documents – it's a chore which most of us delay until there's a very real risk of missing deadlines etc.

© Rancz Andrei – 123RF.com

The brief is really a compilation of several other briefs or notes made by others.

Many people contribute towards it: the client, the account executive, the media director, the research company and sometimes even several media owners can be included. (Note the absence of any creative person).

Its main objective is to communicate information but it should never, ever, dictate the creative approach. It can, of course, make suggestions but it's best to stick to the essential elements. Which are:

Product information

The technical stuff. Sizes. Selling price. Unique benefits etc.

Competitive information

Who are the major competitive companies/products? What are they saying? Where are they saying it? What are their strengths and weaknesses? How do we anticipate they'll react when our product is launched and our advertising campaign begins?

Distribution channels

Where, when, delivery times, how much product are we intending to put into the market?

Media notes

These will only be general observations at this stage. Sometimes a specific media deal is available and the media and creative departments have to work together to find common ground – but, at all times, sticking to the brief's objectives.

Budget notes

If there is a set budget, put it in. If not, try and establish general parameters – it can prevent a great deal of wasted planning time. Of course, it's axiomatic that the final budget will be fully justified in terms of the required result. And there are many ways to confirm that you're “on brief” through various research methodologies – Telmar being the most prominent.

Marketing strategy

Everyone should have agreed by now what we want to happen. And this will give clear direction to developing the creative strategy and what is expected of it. It's rather like a jigsaw puzzle, where you gather all the pieces together and make them fit.

Brand personality

What does the research say? How has the product tested? (In the case of an established brand, how are consumers reacting to the product – is there any discernible change of usage patterns?)

Target market

Who is going to buy it? What do we know about them?

Critical path

When is everything required? What are the media deadlines? It's a list of who has to do what and by when. In my opinion, this section is absolutely critical.

And remember: “Every ad must begin with an idea. The difference between good advertising and the other kind is the quality of the governing idea.” (Alfred Eisenpreis) – which, of course, is in the brief.

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