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What is client brief in PR and Advertising?
- 1. Review last week’slesson
- 2. Agenda Review: What isBrief? Essential Briefs: Client Brief Current Industry Trends and Best Practices of Client Brief
- 3. Getting to knowthe brief
- 4. What is brief? •In the field of public relations (PR) and advertising, the brief (briefing or mission statement) is a crucial tool that ensures that all parties involved have a clear understanding of the project's goals, needs and expectations. • 在公共关系（ PR ）和广告领域， brief （简报或任务书）是一个至关重要的工具，它确保了 所有相关方对项目的目标、需求和期望有清晰的理解。
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- 6. What is clientbrief? A Client Brief is a document that outlines the objectives, expectations, and scope of work for a project from the client's perspective. It serves as a roadmap for the agency or team working on the project, ensuring that everyone is aligned with the client's goals and requirement. • Purpose of a Client Brief The primary purpose of a Client Brief is to ensure clear communication and understanding between the client and the agency. It helps to: 1. Define the project's goals and objectives. 2. Identify the target audience and market position. 3. Understand the competition and how the client differentiates from it. 4. Establish a clear communication strategy. 5. Determine the project's specifics, including deliverables, budget, and timeline.
- 7. What is clientbrief? Since the client may not have enough experience with creating such documents, agencies often help out the client to understand and describe their problems effectively. It is a collaboration between 2 parties joining hands to successfully deliver a project. 由于客户可能没有足够的经验来撰写此类文件，代理公司通常会帮助客户有效地理解和 描述他们的问题。 这是双方携手成功交付项目的一种合作。
- 8. History and Evolutionof Client Briefings Early Communication: In the early days, client briefings were often informal face-to-face meetings where needs and expectations were communicated directly between client and agent. Written Communication: Written briefings became common with the invention of the typewriter and later the photocopier, which allowed information to be recorded and distributed in a more systematic way. Technological Developments: In the late 20th century, the rise of the personal computer and the Internet made electronic documents and email the primary means of delivering briefings. Historical Background of Briefing
- 9. History and Evolutionof Client Briefings From analogue to digital: The shift from analogue (face-to-face meetings, telephone calls) to digital (email, online meetings) has improved efficiency and accessibility. The impact of globalisation: Globalisation has led to an increased need for cross-cultural communication and briefings need to be adapted to different cultures and time zones. Rise of Social Media: The emergence of social media platforms has provided new communication channels for brands and customers, and briefings need to adapt to these new platforms. Data-driven briefings: With the development of big data and analytics tools, briefings are increasingly reliant on data and insights to support decision-making. Changes in briefing methods over time
- 10. Components of clientbrief • Client Information: Background, Goals, Needs You should provide a clear overview of the client's company, including its history, branding information, market position, and value proposition. It should also outline the client's specific goals and needs that the project aims to address. • Market Analysis: Target Audience, Competitors Here, you detail the client's target audience, including demographics, buyer habits, interests, and pain points. Additionally, you analyze the competitive landscape, identifying main competitors and how the client is positioned against them.
- 11. Components of clientbrief • Project Overview: Product or Service, Expected Outcomes This describes the product or service involved in the project, the expected outcomes, and how the project will help the client achieve their business goals. • Budget and Timeline The brief should include a clear budget for the project, outlining the financial resources available and how they will be allocated. It should also include a detailed timeline, specifying key milestones and deadlines.
- 12. How to writea client brief? 1. Describe the Overall Purpose of the Project First, understand what the client wants by defining the project’s purpose. It should include everything the client wants and how it will be accomplished. Identify potential challenges and how they’ll be resolved, including team members and their responsibilities. Also, include the following: • Target Audience: Define the audience the client wants to reach, including demographics, income ranges, ages, education levels, cultural groups, genders, etc • Brand Guidelines: Understand the rules and standards that help maintain brand consistency across channels • Company Background: Add important information about the client, such as core values, mission and vision, brief history, what makes them unique, goals and objectives, etc.
- 13. How to writea client brief? 2. Define Project Goals and Key Performance Indicators (KPIs) Before goals are achieved, they must be defined. Make sure these are SMART goals, which stand for specific, measurable, achievable, realistic and time-bound. To track those goals throughout the project and show the client that they’re getting what they paid for, make sure to monitor the key performance indicators (KPIs), which can be anything from return on investment (ROI), budget variance, cost performance index, resource capacity and more.
- 14. How to writea client brief? 3. Outline the Project’s Scope of Work At this point, the client brief will outline the project. This document is called a scope of work. It defines the relationship between the client and the agency and includes tasks, timelines and the following. • Deliverables: List the major deliverables created throughout the project and lead to the final deliverable, which is the client’s campaign. • Milestones: Key points in the project, which can include the end of one phase and the beginning of another, project kickoff, meetings, handoffs and more. • Exclusions: Items, tasks or work that are not included in the project scope to avoid misunderstanding between the parties.
- 15. How to writea client brief? 4. Estimate Costs and Make a Project Budget Use various techniques to estimate the costs of the project, such as resources, which will become the foundation of the project budget. This shows the client the money needed to complete their project. 5. Make an Estimated Project Timeline There’s enough information now to create a detailed timeline of the project. It will show the schedule for the project from inception to completion. Milestones and tasks will be plotted on the timeline to show the project’s breakdown over time. 6. Establish a Communication Plan Finally, define the information that will be communicated and who will receive what information. It’s also important to define the preferred communication channels and the frequency of the communication.
- 17. The two keypillars of the client brief
- 18. Where are wenow? It’s hard to find an example of an agency brief, which does not have a section called ‘Background’ and clearly it is an essential part of the client briefing document. However, in order to prevent it becoming an indiscriminate dumping ground for all known information about the product or service brand, perhaps it’s more useful to think of this section in terms of clarifying the company or brand’s current position by answering the question “Where are we now?” and implicitly, explaining how it got there.
- 19. Where are wenow? Client authors should remind themselves that the brief should be just that, brief, and the temptation to dump all known facts about the corporate, service or product brand into the document should be avoided at all costs. The sub-headings that can often be used in answering the question “Where are we now” are as follows: CORE PRODUCT OR SERVICE DESCRIPTION • Name, including corporate owner, manufacturer or ‘house’ name, brand and variant names • History – new/old/how developed and stage in life cycle • Physical appearance, ideally presented photographically • Packaging, ideally presented photographically • Description, including variants • Properties of a practical or functional nature • Cost structure, including pricing, margin and profitability
- 20. Where are wenow? MANUFACTURING OR SERVICE DELIVERY • Where manufactured (product) or located (service) • Production capacity (product) or customer handling capacity (service) • Availability – present/future • Quality control measures and trends • Actual or potential product formulation or service delivery changes DISTRIBUTION CHANNELS • How sold – bulk/individual packs/one-off/subscription/membership, etc. • Where sold: if more than one market, relative importance • How distributed – online/wholesale/retail/direct • Selling arrangements, strengths and attitudes of sales force, distributors or franchisees • History of the brand’s communications campaigns
- 21. Where are wenow? MARKET CONTEXT • Market size in volume and value • Sales per market, if more than one • Regional breakdown • Seasonal variations • Market trends and segments • Brand sales history and trends • Direct competitors’ brand shares and trends • Similar data on related or overlapping markets, which may affect the defined market and its brands
- 22. Where are wenow? USAGE AND ATTITUDES • Advantages and disadvantages, relative to competitors, ideally based on comparative objective tests • How used: penetration, frequency, volume or weight of usage, etc. • Usage occasion: time of year/month/week/day • Perceived attributes of brand and its competitors • Customer brand portfolio/s and brand share amongst brand users • Important variations by customer type
- 23. Where are wenow? BRAND POSITIONING • Where the brand sits in the market and its competitive set, based on a combination of qualitative and quantitative research • Presented as a ‘brand map’ of relative market positionings if possible • For example, its position in price terms: low/average/high or in image terms: young/old: traditional/fashionable, etc. BRAND COMMUNICATIONS • Brand media history and plans (with budgets) and examples of communications campaigns in all media, with show reels etc. • Competitors communications spending history • Competitors communication themes and ‘copy platforms’ • What has the brand learned from previous campaigns? • Evidence of effects of communications in market
- 24. Where are wenow? KEY ISSUES FACING THE BRAND • What has prompted this communications activity? • Key issues facing the market or sectors within it: e.g. legal, environmental, consumerist, medical, political, ethical, economic, social and technological • Key issues facing the brand: any of the above, or other such as loss of share, declining reputation, missing variant, etc. • Key issues facing competitors: as above, or particular to them • These could be exemplified by a SWOT analysis or a Boston Matrix
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- 27. Where do wewant to be? Most brand owners have many objectives for their business and find it very hard to confine themselves to concentrating on the single most important thing for their brand to achieve, and then asking their communications agencies to do the same. Ideally there should be one single, quantifiable objective, which defines the destination for the brand and which communications can credibly help it reach. But frequently there will either be more than one or even several objectives. For example a common compromise is to put forward both primary and secondary objectives as in: ‘Primary objective is to attract 5% new users. Secondary objective is to retain existing users.’ As is so often the case, attempting to do both could well be unrealistic and may even be self-defeating.
- 28. Where do wewant to be? Most brand owners have many objectives for their business and find it very hard to confine themselves to concentrating on the single most important thing for their brand to achieve, and then asking their communications agencies to do the same. Ideally there should be one single, quantifiable objective, which defines the destination for the brand and which communications can credibly help it reach. But frequently there will either be more than one or even several objectives. For example a common compromise is to put forward both primary and secondary objectives as in: ‘Primary objective is to attract 5% new users. Secondary objective is to retain existing users.’ As is so often the case, attempting to do both could well be unrealistic and may even be self-defeating.
- 29. Where do wewant to be? BRAND USAGE • To attract X,000 new users or trialists • To increase the frequency of purchase or weight of usage by existing users by x% BRAND FAME • To increase spontaneous brand awareness by x% • To increase prompted brand awareness by x% • To increase total brand awareness (spontaneous and prompted) by x% BRAND REPUTATION • To increase the brand’s reputation for value/quality/reliability/etc by x%
- 30. Where do wewant to be? BRAND PROFITABILITY • To increase the price by x%, whilst maintaining profitable volume • To increase volume by x% without reducing profitability • To increase customer acquisition by x at the same or reduced cost per account • To increase the lifetime value of customers by £x • To reduce the rate of membership loss or customer ‘attrition’ by x% • To increase the value of a retail ‘shopping basket’ by £x
- 31. Where do wewant to be? BRAND FRANCHISE • To reduce the average age of the customer profile by x% • To move the socio-demographic profile up/down market • To increase heavy/average/light users by x% • To increase male/female users by x% • To increase users from defined ethnic groups by x% • To increase users from defined geographical areas by x% • To increase users from defined trade or distribution channels by x%
- 32. Where do wewant to be? BRAND RESPONSE • To increase the response rate to direct marketing activities by x% • To improve the quality of brand response by x% on all KPIs14 • To increase retail footfall by x% • To increase cross-selling by x%
- 33. Current Industry Trends andBest Practices of Client Brief
- 34. It is importantto know that: Personalisation and Customisation: Customers expect agents to provide customised solutions and briefings need to reflect this personalisation. • Enhanced relevance: In an era of information overload, personalised and customised solutions are better able to capture and retain customers' attention as they directly correspond to their specific needs and preferences. • Enhanced effectiveness: customised strategies are often more effective because they take into account the client's specific context, goals and challenges. • Competitive Advantage: Agencies that are able to offer customised services can differentiate themselves in a competitive market and build stronger client relationships and loyalty.
- 35. It is importantto know that: Agility and Flexibility: In a fast-paced market environment, briefs need to respond quickly to market changes and customer needs. • Rapid Adaptation: In an ever-changing market environment, agility and flexibility enable agents to quickly adjust their strategies to respond to new market trends, technological advances or unexpected events. • Improve Efficiency: Agile ways of working lead to shorter project cycle times and faster delivery of solutions to customers, thus improving overall efficiency. • Enhanced Customer Satisfaction: Agencies that can respond quickly to customer needs are more likely to gain customer trust and satisfaction.
- 36. It is importantto know that: Transparency and Honesty: Customers increasingly value transparency and agencies need to provide honest feedback and advice in briefs. • Builds Trust: Transparency and honesty are the cornerstones of building and maintaining customer trust, which is critical to long-term relationships. • Risk Management: Honest feedback helps clients identify and resolve issues in a timely manner, reducing potential risks and losses. • Improved Decision Quality: Transparent information and advice enables clients to make better-informed decisions, resulting in improved project success.
- 37. It is importantto know that: Multi-Channel Integration: Agents need to integrate information from multiple channels to provide a comprehensive customer brief. • Enhance overall customer experience: Multi-channel integration ensures that customers receive consistent and coherent information across all touch points, thus enhancing the overall customer experience. • Expanded Reach: By integrating multiple channels, agencies can expand the reach of their strategies to a wider audience. • Data Integration: Integration of multi-channel data can provide more comprehensive customer insights and a stronger foundation for strategy development.
- 38. It is importantto know that: Sustainability: As environmental concerns increase, sustainability is becoming an important topic in briefs, especially in the packaging and consumer goods industries. • Responding to social needs: As consumers' concern for environmental issues increases, sustainability has become an important factor that brands and agencies must consider. • Enhance brand image: Brands that adopt sustainable practices can enhance their brand image and attract more environmentally conscious consumers. • Long-term growth: A sustainability strategy helps to ensure the long-term growth of the business while reducing the negative impact on the environment.
- 39. It is importantto know that: Technology Integration: Technologies such as Artificial Intelligence, Augmented Reality and Virtual Reality are starting to be used to create more engaging and interactive briefs. • Innovative experiences: technologies such as artificial intelligence, augmented reality and virtual reality can create novel and interactive experiences that attract and engage customers. • Improving efficiency: technology tools can automate and optimise many processes, increasing efficiency and accuracy. • Data-driven decision-making: technology integrations enable agents to collect and analyse large amounts of data, providing more accurate insights for strategy development.
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