How to brief your agency

Brief writing is a core discipline that obliges the author to specify exactly what is required and expected in a compelling way, and affords a reference point against which to judge any outcome.

Briefing your agency

Merry Baskin Baskin Shark

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Introduction

Marketing directors know only too well how radically consumers' media consumption patterns are changing and how the traditional ways of communicating with them have diversified. Some channels are becoming less effective in delivering volume; the effi