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Mastering The Campaign Brief



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This step-by-step guide to briefing an integrated marketing communications campaign was created for marketers to brief an agency, or agencies, for an integrated marketing communications (IMC) campaign, but is also useful for a specific creative/advertising campaign.

Garbage in, garbage out – a brief gets the ideas it deserves.

Many marketers treat the process of filling in a campaign brief as paperwork, or something they just have to quickly put together. What they fail to realise is that a well-written brief is crucial in their agency delivering a successful campaign. From an efficiency standpoint, the better written a brief, the easier and quicker it will be for the agency to get down to work, instead of wasting time and manpower reviewing and revising sections for more information or clarification. It saves marketers time and money, and it also means there aren’t several interpretations of a loosely written brief floating around, with each party having varied impressions of what this brief is actually asking for.

Mark Sareff, chief strategy officer, Ogilvy Australia, provides the expert advice every step of the way, so you can get the very best result.



  • Read this first
  • Part 1: Commercial Context
  • Part 2: Communication Strategy
  • Part 3: Implementation and process