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Create, Connect, Convince by Jorg Dietzel

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3. The process

Client Brief. It is essential that the client briefs the agency thoroughly and in writing. The better and more thorough the brief, the better the final campaign can work. Here is a sample template to provide a framework about what the agency should know and questions that the clients should ask themselves before embarking on a project:

Agency Brief

Client (name and address):

Project Name:

Date:

Tentative Launch Date:

Background Information

History of product:

Key challenge:

Target audience:

Advertising goal:

Key message:

Support:

Creative consideration:

   

Timeline

Agency briefing date:

Creative presentation date:

Campaign launch date:

   

It is common sense that the client should brief the agency in writing—this way, both ...

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