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How to Write a Brief for aCreative Advertising Agency
Table of Contents
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The task for the successful consultant
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How to Write a Brief for a Creative Advertising Agency 3
Section One: Before you start
The purpose of this document
This document is designed as a practical guide to assist you in writing a brief to acreative agency for an Australian Government advertising campaign.
The value of a good advertising brief
An advertising brief is the basis upon which the creative advertising agency producestheir strategy and communication ideas. It should identify your advertising needs,objectives, target audiences, budget, and timetable and provide relevant backgroundinformation. As such, the quality of your brief is the key to the success of yourcommunication activity.A good advertising brief will:
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explain why you need an advertising activity;define as closely as possible the objectives of your advertising activity; andplace your advertising into the overall framework of your communicationactivities.
What is a communication strategy?
A communication strategy provides an essential framework for developing acomprehensive and integrated campaign. It is a plan which outlines the rationale for,and desired outcomes of, your proposed public information campaign. The strategydefines specific objectives to provide a framework within which to formulatestrategies and against which to evaluate outcomes.In the development of the communication strategy, key decisions need to be madeabout:
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the range of integrated information activities to be implemented;
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what research the strategy is to be based on;
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how external consultants will be used;
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the roles and responsibilities of all key stakeholders in the strategy;
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the available budget;
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the timeline; and
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the evaluation plan.The communication strategy should clearly articulate how all the various componentsof the campaign will be co-ordinated and managed to achieve its objectives mostefficiently and effectively.
Government Communications Unit, www.gcu.gov.au
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