What does a great brief look like - an agency perspective

THE PERFECT BRIEF

Ben Clowney

Hands Up

ben@handsup.co.uk

BACKGROUND

Flickr: fsse8info

What’s the challenge?

Why now?

What do you want from an agency?

What does success look like?

BUDGET

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Have one

Ask for options

Keep some back

SCHEDULE

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Set a date

Don’t tell the truth

REQUIREMENTS

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Do you have a preferred platform?

Are they flexible or fixed?

Can it be phased?

The process is too rigorous

COMMON PITFALLS

Fotopedia

You give too much information

Photo: Dave Mercer

You forget to mention existing

functionality

You are so preoccupied with whether or not you could, you don't stop to think if you should

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o: L

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You don’t give the agency a clear role

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You argue down price and expect

the world

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o: L

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r’s W

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You let a vague brief become a contract

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QUICK TIPS FOR PAIN-FREE

TENDERINGFotopedia: US Army

PAIN-FREE TENDERING

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Make some calls

Create a shortlist

Explain the process

Meet the best

Make your choice

Sign a contract

AND FINALLY…

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Be nice & good luck!

handsup.co.uk

@HUdigital

Fotopedia: US Army