The brief from a client is the foundation of every agency’s final product. The last session of the Good Brief Week was brought to a fitting close with a ‘best-in-class’ example from Molson Coors and its agency BrandOpus on how to create the perfect pitch brief.
The six events across ISBA and IPA’s Good Brief Week saw clients and agencies examining, analysing and sharing briefing best practices. All sessions were rich in audience participation with both agencies and clients sometimes sharing their disquiet and issues when talking about prevailing briefing practices. Agencies highlighted issues including receiving briefs via text message or not getting enough (or sometimes any!) feedback because of the clients’ fear of “giving too much away.” Clients highlighted issues around briefing training and time pressures and achieving agency collaboration across integrated ideas briefs.
CRM – complex by its very nature differs considerably from traditional channels, but it is a business strategy for starters. Applying the same pitch processes, principles and briefing practices as other Comms disciplines does not necessarily deliver the best results. In this session Liz Barnsdale, Managing Director, AIS and David Yates, PlanningDirector, Elvis – both leading CRM specialists – talked the recurring theme of complexity around CRM and the lack of shared language and shared understanding, leading them to the exploration and creation of a simplified CRM briefing structure.
Steve Jobs. Google. The former Sainsbury’s CEO Justin King. Game, the high street retailer for gamers and one of the ‘fastest’ companies in the UK to go from bankruptcy to being re-listed on the stock exchange. What is common between them? A big Organising Idea.
The evening session of Day 3 was led by 101 London and the agency client Game to discuss the concept of the organising idea and its potential to influence a business and its legacy.
Day 3 of ISBA/IPA Good Brief Week, hosted by Karmarama, was presented by Darren Woolley, a flamboyant Australian marketing consultant who flew in from Melbourne to talk about the myth that is agency collaboration.
I am here to debunk the thought that agencies can work collaboratively, he said and asked the audience to rate their own qualities that are necessary for great collaboration
Day Two of the Good Brief Week at ISBA HQ on Tuesday morning held the room rapt with the two presenters entertaining the audience with best and worst practice examples of brands using real time marketing, while under fire from stress balls from the audience.
Conor McNicholas, CEO AllTogetherNow
Jon Burkhart, content marketing consultant, founder TBC London, author and speaker
The Agency or the Client? Who Owns the Brief? That was the question on the first day of the Good Pitch Week that threw up everything from an 1856 map of Soho to tales of pulling the perfect pint of Guinness to discussions about mediocrity and how not to write boring briefs.
The panel, chaired by Debbie Morrison, ISBA Director of Consultancy, included Ben Rhodes, Director of Customer Marketing at Royal Mail; Direct Line Head of Brand and Marketing Planning, Piers Newson-Smith; Henry Daglish, Managing Director, Arena Media; and Saatchi & Saatchi Chief Strategy Officer Richard Huntington.