Briefing template for a successful agency briefing

‍Whyis a briefing template important?

‍Awritten agency briefing based on a briefing template is important because it creates a clear and uniform basis for the collaboration between client and agency. It ensures that both parties have the same information and expectations and that all important aspects of the project are taken into account.

A written brief also helps to avoid misunderstandings and miscommunication and enables the agency to implement the project more effectively and efficiently. In addition, it serves as a reference document for both parties throughout the project and can serve as a basis for later discussions and decisions.

Of course, there are many different marketing topics that may also require different types of briefing or briefing templates. In this article, we will focus on a standard briefing template that can be used for the vast majority of topics and marketing projects.

What are the elements of a good briefing template?

‍In orderfor a briefing to be effectively formulated and clearly understandable, it is crucial that the briefing template contains all essential elements and answers all relevant questions in full. We recommend the following structure, which has been tried and tested in numerous briefings:
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1. agency task

• By way of introduction: what is the basic task of the agency?
• What is the briefing about?

2. initial situation

• What is the market and competitive situation?
• What market opportunities have we identified?
• What customer problems do we want to solve?
• Why do we need the briefed measure?

3. business & marketing goals

• What effect should the briefed measures achieve? 
• What commercial results should the measure bring? (turnover, profit, market share...)
• Which marketing levers should bring commercial success?
• In what timeframe should the targets be achieved?
• What KPIs do we use to measure success?

4. target group & insights

• Who do we want to reach?  
• What do we know about the socio-demographics, lifestyle and behavior of the target group?
• Human insights: What do we know about attitudes, needs, motivations or problems in the context of our offering? 

5. communication goals

• What change in perception, attitude and/or behavior should the briefed measures achieve? 

6. positioning

• Which aspects of the brand positioning or value proposition should be the focus of the briefed measure?
• Which benefits or features should be emphasized?  
• What is the unique customer benefit (USP) of our offering?

7. core message & tonality

• What is the core message that bundles the desired customer benefit into a concise statement?
• What tone of voice do we use?

8. other considerations

• What other aspects need to be considered: e.g. legal, technical, creative or communicative guidelines?
  

9. scope of services

• What should the agency deliver?
• What are the individual components of the order (deliverables)?

10. timing

• What are the most important process steps?  
• What are the important deadlines (for intermediate steps, shoulder checks, decision meetings, launch date)?

11. budget

• How much budget is available?
• Development/agency costs and external services such as production and buyouts?

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Brylliant briefing tool

‍Brylliantis the digital tool for briefing and agency management. Brylliant facilitates the creation of different briefing types and supports you in optimizing your briefing process. Click here to find out more or to arrange a demo.

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