This is just a little basic deck on why Client's should write a proper brief to their Agency. A proper brief will help agencies understand and create better strategies & creative for brands.

1. H O W T O P R O P E R L Y
B R I E F Y O U R
C R E A T I V E / D I G I T A L
A G E N C Y
J U D E J E F F E R S O N N O N I S : A G U I D E T O …

2. H O W T O P R O P E R L Y B R I E F Y O U R
A G E N C Y
Well its that time of year again as already exhausted
agencies & client’s reminisce about the past year.
What worked, what didn’t, what could have been done
better… and then WHAM! Your client say’s the
unthinkable.
It’s been a great year, but i think we need to pitch next
year’s strategy, we’ll provide a brief.

6. H O W T O P R O P E R L Y B R I E F Y O U R
A G E N C Y
Providing a proper or detailed brief to us, your agency is the most important thing
you can do to ensure we create great creative, effective communications, and most
importantly kick ass strategies that create engagement with your consumers.
It’s surprisingly how most client’s ignore the importance of a good proper agency
brief. And this may result in works that seem to go nowhere, end up too expensive,
ineffective, and with not much of a strategy in place.
At which point, during our presentation, you must be thinking, “I don’t get what they
want to say and to whom”, “what do they want to achieve with that type of
campaign”, is “digital integrated”? And so many more.
Sometimes, and in most cases, the presentation by the agency are produced as a
result from a poorly put together brief from the client to the agency.

7. So what’s in a proper client brief to your
agency?
H O W T O P R O P E R L Y B R I E F Y O U R
A G E N C Y

8. S O W H A T ’ S I N A P R O P E R C L I E N T
B R I E F T O Y O U R A G E N C Y ?
A proper brief should have the basic’s of…
1. Information
2. Writing it down
3. Research and Information
4. Deciding on a single objective
5. Positioning
6. Who's your target audience?
7. Campaign Duration
8. Budgets, theres no such thing as an open budget

9. S O W H A T ’ S I N A P R O P E R C L I E N T
B R I E F T O Y O U R A G E N C Y ?
A proper brief should have the basic’s of…
1. Information
We need tons of information before we
can prepare our strategies, creative and
marketing recommendations.
We need to know what your products or
service’s are about, who your targeting at,
what they think about your brand and what
you would like them to think about you as a
brand, product or service.

10. A proper brief should have the basic’s of…
2. Writing it down
A written brief is a form of agreement between
you and your agency. Sometimes clients provide
only a verbal or email briefs?
But these methods usually, may cause
misunderstandings and creates too much back and
forth and it also extends the deadline for delivery and
launch of the campaign.
Client’s and the agency should be disciplined
in writing a collaborated brief. A written brief is a
clear and measurable way to keep each other
informed to what is expected to be delivered.
S O W H A T ’ S I N A P R O P E R C L I E N T
B R I E F T O Y O U R A G E N C Y ?

11. A proper brief should have the basic’s of…
3. Research and Information
Research about your consumers or
competitor’s products gives us a better idea of your
product/services in the marketplace. How often do
your consumers buy your products? Who uses it
(sometimes it may not be the same as who buys it)?
Are your products perceived as expensive, or
do people feel they don’t really need it or is it just an
impulsive buy? And what about the positioning of
your competitors?
S O W H A T ’ S I N A P R O P E R C L I E N T
B R I E F T O Y O U R A G E N C Y ?

12. A proper brief should have the basic’s of…
4. Deciding on a single objective
The objective of the client brief is to provide
information to us about the problems to be solved or
your communications objective. An effective
campaign should have a single idea (a single-
minded proposition), so define the single measurable
objective that looks like success for your brand
campaign. You may need an increase in sales,
changing consumer attitudes or behaviour. Or it can
be presented as a unique consumer benefit -
something that your competition may not have. The
proposition must be focused. Don’t be afraid to test
your proposition through research like FGD’s.
S O W H A T ’ S I N A P R O P E R C L I E N T
B R I E F T O Y O U R A G E N C Y ?

13. A proper brief should have the basic’s of…
5. Positioning
What image do you want your brand, product or
service to have? Friendly and yet aggressive, sexy
and alluring?
Sometimes its better to start off with a
statement like: Our product (service or brand) should
be seen/perceived as...
Remember that consumers often purchase for
emotional as well as practical reasons.
S O W H A T ’ S I N A P R O P E R C L I E N T
B R I E F T O Y O U R A G E N C Y ?

14. A proper brief should have the basic’s of…
6. Who's your target audience?
Be specific as you can. It’s helpful knowing
that your consumer is a teen/man/woman aged
between 20 and 35, and has an average income of
IDR 25 mil pm. But it’s even more helpful to know
how they think and behave. Psychographics are
important as demographics.
Remember, that our ideas & strategies are not
directed to you or your marketing/brand department.
Their aimed to influence your consumers, who are
different and is likely interrupted with unwanted
messages, offers and generally overloaded with
information across multiple screens.
S O W H A T ’ S I N A P R O P E R C L I E N T
B R I E F T O Y O U R A G E N C Y ?

15. A proper brief should have the basic’s of…
7. Campaign Duration
Decide if you are looking for a quarterly
intensive burst of activity or a one to two year
campaign? Campaigns may also run as only a
seasonal promotion?
Does it also need to tie in with your product
distribution, on ground activities or even in store
programs on a city level or regional capacity?
S O W H A T ’ S I N A P R O P E R C L I E N T
B R I E F T O Y O U R A G E N C Y ?

16. A proper brief should have the basic’s of…
7. Deadlines, lets be reasonable?
You wanted it yesterday? Given all the factors
involved in the agency brief, how long will your
agency have to prepare & present great strategies &
creative ideas and when do we launch?
Please allow a generous lead time for proper
development of the strategic & creative and most
importantly the production phases. You may need up
to two to four months sometimes more for a large
campaign. Be realistic about deadlines with your
agency .
S O W H A T ’ S I N A P R O P E R C L I E N T
B R I E F T O Y O U R A G E N C Y ?

17. A proper brief should have the basic’s of…
8. Budgets, theres no such thing
as an open budget
Please be specific about your budget that has
been well…budgeted for this campaign.
It’s important to be realistic with the expenses your
marketing department can afford to spend.
This can make a very, very big difference
between a good and a bad brief, therefore either a
great or really bad strategy and creative idea.
S O W H A T ’ S I N A P R O P E R C L I E N T
B R I E F T O Y O U R A G E N C Y ?

18. When client’s write a brief don’t forget that your advertising/digital/360 agency are a
bunch of professional accounts, creative and strategic thinkers.
We enjoy the challenges of coming up with the best strategic & creative ideas and
most importantly, solutions to connect your brand to your consumers.
Help us to create a client brief that challenges us, your team, to act as partners and
consultants, not as another “creative vendor”. Instead of telling us “Here’s what I
want”, start saying “How can we…?”
At the end of the day, its a partnership that creates our brand engaging with our
consumers.
I N S U M M A R Y …

19. Thank you
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