At the agency, we like well executed work. And you do too! Here are some tried and tested recipes for a good cooperation :
Every good project starts with a good brief! Here are some points to consider.
the brief is, to the extent possible, crystal clear.
it raises an internal problem, not that of the market.
it sets a course, no room for neutrality.
it goes straight to the point.
what is the project about, which products are involved, which brands are concerned, …?
What is the project’s origin, why is it launched now, which other projects are connected to it, …?
What is the central issue, which problem needs to be resolved, …?
Which goals are to be achieved, which quantitative and/or qualitative results are expected, …?
Who is targeted, which demographic and geographic segment, which functions and hierarchy levels, …?
Which insights will help finding the right approach, what is read in-between the lines, …?
What are the promises being made, what is the value proposition, …?
What are the facts that substantiate the claims and promises, what are the proofs that will create trust in the message, …?
Is there a line of communication to follow, a big idea, a guiding principle, …?
Is there a specific tone of voice to be employed (demonstrative, evidence based, professional, informative, figurative, emotional, rational, symbolic, humorous, playful, funny, technical, …)?
Are there limitations and restrictions to be observed (technical, legal, economic, …), what is the time frame, what is the budget, …?
Are there competitors to be analyzed, if yes, which ones, …?