Agency brief long

Promotional brief Client

Name of organisation/branch/area

Contact

Person to contact/giving brief

Product/service

Name of product/event/promotion

Job title

Name of item/campaign

Job number

Your internal job reference and/or order number

Media/quantity

Press, mail, PR, etc

Timings

(Remember to include time for costing concepts and formats, any amends and approval procedures within your organisation, delivery etc.)

Brief agency

Day 00.00.01

Present concepts

Day 00.00.01

Mac layouts/copy

Day 00.00.01

First draft artwork

Day 00.00.01

Final artwork

Day 00.00.01

To print/publication

Day 00.00.01

Budgets

(Remember to include photography or illustration if required)

Creative concepts

£

Artwork

£

Production/print

£

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The brief 1

The product or service Describe the product, service, event etc. you are promoting.

2

Items required Description of items and sizes required e.g.

•25 x 4 press ads • DL mailing pack • PR campaign • website Include details of required tone of voice, style. Give any background information e.g. whether this item is part of an overall campaign

3

What are we offering?

Description of product, service or event. Include as much detail as possible e.g.

• seminar content and speaker details, dates and timings.

• details of your facilities • any additional incentives, prize draws etc.

• reasons why the offer is relevant to the recipient..

4

The key message Sum up what you are trying to say in one sentence.

5

Who are we talking to?

Include a pen portrait of your target audience. Things that could be relevant include: • what their needs and requirements might be in relation to the offer • their job title/role within their organisation or company • are they a purchaser or a decision influencer?

• any segmentation that may require creative variations • why they might be interested in what you are offering • any demographic details • list source/media • industry sector • level of ICT experience • whether this is the first time you have contacted them – and if not, details of previous contacts if it would affect tone of voice or copy content.

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6

What do we want them to do?

What reaction are you hoping to stimulate? e.g.

• post the reply card • attend the seminar • become more aware of what UK online for business has to offer.

7

Response mechanism What is it? Telephone, reply card, e-mail, fax etc.

Include details of anything needed: • reply addresses • telephone and fax numbers • e-mail addresses and website details • business reply licence numbers that might be needed.

8

Mandatory inclusions Give full details of anything that has to be included: • logos • typestyles • corporate colours • straplines • legal copy • source codes • bar code references • closing dates for responses • 'if undelivered' address for outbound envelopes

9

Specific production requirements e.g.

• hand enclosing •personalisation requirements/method • size or weight restrictions that might affect the design.

10

Enclosures The more you include at briefing stage, the more time you save later!

• background information • fuller product details • visual references • graphic material on disc Brief written by: Name Date: 00.00.01

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