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Pete Winter

Written by:

Pete Winter

Jul 20, 2017

How to Brief a Marketing Agency and create kickass campaigns [Slideshare]

Getting the most from your marketing agency comes down to one thing: a strong campaign brief. Find out what you need to write an awesome agency brief in this SlideShare

promotionalcampaignCTA.pngCampaign briefs are the cornerstone of a healthy relationship with a marketing agency, but they are far too often neglected or considered a chore. Putting the effort in to get things right at the briefing stage can have a huge impact on the success of your campaign, saving you time, effort and lost sleep further down the line.

In this SlideShare, we look at a few things marketers should keep in mind when writing an agency brief in order to get the most out of their campaigns, their agency, and their budgets.

Campaign brief template

Looking for a starting point for writing an agency brief? Here’s the questions that we use to kick start a marketing campaign.


Q1: Tell us what success looks like for this campaign

What are the outputs you would like to see from this campaign? What would be the best case scenario? Think about what metrics and KPIs you will need to report back to the rest of the business.


Q2: What are the key messages you want to communicate?

Think about the unique selling points and what sets you apart from everyone else in the market? Why should a prospect choose you instead of a competitor?Fed up of marketing campaigns that don’t deliver? Read The CMO's definitive  guide to high-performing promotional campaigns >>

Q3: What products, services and solutions do you want to promote?

Give us an overview of the features and benefits that are most relevant to this activity - links to any supporting content, collateral or documentation you can provide would be very helpful.


Q4: Who are your target companies?

Please give us as much information as you can about the type of company you want to target - think about things like verticals or industries, markets, size, revenue. What does your ideal prospect look like?


Q5: Who are your target personas?

Please give us as much information as you can about the type of people you want to target - think about things like job titles or roles, their pains and challenges, objectives, characteristics. Who are we speaking to, and what is driving them?


Want to save the world of marketing one kick ass campaign at a time?

Find out how to build & optimise marketing campaigns that deliver performance with our our foolproof 5-step methodology. Read The CMO's definitive guide to high-performing promotional campaigns 


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The CMO's Definitive Guide to High-Performing Promotional Campaigns