The modern media world is complex, fragmented and constantly evolving. In such an environment, transparent communication and clear objectives become the cornerstone of a successful collaboration between a customer and his media agency.
It is in this context that the key role of the briefing emerges. The media agency briefing is not just an administrative act, but rather a detailed roadmap that will guide all media planning, strategy and execution activities.
The importance of a good briefing:
Shared vision:
The notion of “shared vision” refers to a consensus or mutual understanding between two or more parties concerning a goal, mission or set of values. In the context of a media agency and its customers, a shared vision ensures that all actions undertaken serve a common purpose, guaranteeing strategic coherence.
Importance:
- Strategic alignment: A shared vision ensures that the media strategies developed and deployed are in line with the customer’s aspirations and expectations.
- Avoiding conflict: Misunderstandings and conflicts are often the result of poorly defined or misunderstood expectations. A clearly articulated vision avoids these pitfalls.
- Trust-building: When parties share a vision, they work in synergy, reinforcing mutual trust and fostering fruitful collaboration.
Resource optimization:
Resource optimization refers to the most effective and efficient use of available resources – be they time, manpower, budget or technology – to achieve a given objective.
Importance:
- Maximizing return on investment (ROI): By using resources wisely, media campaigns can achieve optimal results with minimal investment.
- Effective time management: In the fast-paced world of media, deadlines are crucial. Optimizing resources ensures that projects are delivered on time.
- Avoiding waste: In an economic environment where every franc counts, avoiding waste of resources is essential to the agency’s financial health and credibility.
Foundation for creativity:
The “foundation for creativity” refers to the environment, conditions and frameworks that foster innovation, experimentation and the generation of original ideas.
Importance:
- Market differentiation: In a saturated media landscape, creativity enables a brand to stand out and captivate its target audience.
- Audience engagement: Original, innovative campaigns tend to resonate better with audiences, leading to increased engagement and, eventually, brand loyalty.
- Constant evolution: The media world is constantly changing. A solid foundation for creativity ensures that the agency and its clients remain relevant and at the forefront of current trends.
Essential points for a complete briefing
Clear objectives:
Clear objectives are the backbone of any campaign or initiative. They describe what the campaign aims to achieve and provide direction for all subsequent activities.
- Specificity: The objective should define precisely what is being sought. For example, “Increase brand awareness” is less specific than “Increase brand awareness by 20% among young adults over the next quarter”.
- Measurability: It should be possible to quantify or evaluate the objective through certain key performance indicators.
- Attainability: Objectives should be realistic given the resources available.
- Relevance: Objectives should be aligned with the brand’s overall mission and vision.
- Time-bound: Each objective should have a clear deadline by which it must be achieved.
Target audience:
The target audience is the segment of the population that the campaign aims to reach.
- Demographic segment: Age, gender, education, profession, etc.
- Psychographic segment: Attitudes, interests, values, lifestyle, etc.
- Behavioral segment: purchasing behavior, brand loyalty, product use, etc.
Key message:
The key message is the central point or main argument that the campaign wishes to convey to its target audience.
- Tone: The tone of the message, whether formal, informal, humorous, serious, etc., must be adapted to the audience and the platform.
- Content: The essential information the message must convey.
Budget:
A financial estimate for the campaign.
- Allocation: Distribution of budget between different media channels, production, talent, etc.
- Flexibility: To what extent can the budget be adjusted to meet changing needs or opportunities?
Constraints and restrictions:
Any element or condition that could limit or define the way the campaign is planned and executed.
- Legal: Regulations or laws that could affect the campaign.
- Cultural: Cultural or regional sensitivities that need to be taken into account.
- Brand: Brand-specific directives or standards that must be complied with.
Campaign duration:
The period during which the campaign will be active.
- Phases: Are there different stages or phases in the campaign?
- Deadlines: When does the campaign start and when does it end?
Desired media channels:
The platforms or media through which the campaign will be broadcast.
- Preferences: The channels that the customer prefers or considers to be the most effective.
- Recommendations: Agency suggestions based on their expertise and analysis.
Measures of success:
The indicators that will determine whether or not the campaign has achieved its objectives.
- Quantitative: such as engagement rates, conversions, ROI, etc.
- Qualitative: Brand perception, public sentiment, etc.
Bringing these elements together in a brief ensures that the media agency has all the information it needs to design and execute a successful campaign.
Each component provides crucial insights, guiding the media strategy and ensuring that efforts are aligned with customer expectations.
