How to Initiate Work

Briefing the Agency

Sblaga
SNSPA SII A2 Master

Background

Why to commit to thorough briefing content and

process?

Due to increasing number of projects in parallel

To communicate effectively
To operate efficiently
To maintain/Increase quality standards

The Project Brief document is the backbone of the

briefing process

The Project Brief

The Project Brief consists of two parts:
1.

Agency Assignment Brief

Written by Brand Management and shared with
Agency account management

2.

Creative Assignment Brief

Written by Agency Planning and shared with
Brand Management
Lets take a closer look

1. The Agency Assignment Brief

The Assignment Brief defines the business

strategy for the project, by answering these
questions:

What is the assignment?

What is the business reason for investing in this?
Who is the most important audience?
What is the desired outcome as a result of this work?
Are there any unique mandatories?
Due dates
Budget

Brand Management and Agency account

management discuss and write it up as an
Assignment Brief

A one-page in Question and Answer format

1. The Agency Assignment Brief

(contd.)

When approved, the Assignment Brief is

distributed to the Agency team

This officially starts the clock on the assignment

Then development of the Creative Assignment

Brief begins

2. The Creative Assignment Brief

The Creative Assignment Brief defines the creative

strategy to be used for executing the assignment
Agency Planning leads the development of this brief,
working and answering the below questions:

What is the key thing we know about audience?

What is the key idea we want to get across?

What facts make this message true? (if

appropriate)

How do we want audience to think or feel about the

brand after they see the work?

Is there anything else that can help us get to great

work?

2. Creative Assignment Brief (contd.)

Agency shares the brief internally and with Brand
management team
Brand management team provides input, signs
off ASAP on an urgent basis

In keeping with the urgency of most assignments

Next, Brand Management provides input, signs

off
When Creative is presented, the frame of
reference for approving work is:

Does it deliver on the strategy in the brief?

Is it fresh and compelling?
Will it accomplish the business goal?

Net

The Agency Assignment Brief frames the

assignment
The Creative Assignment Brief inspires a creative
solution within this frame
The process in a nutshell:
Pre-Brief
Discussion

Assignment
Brief
Creative Brief
Creative
Presentation