Chris Walmsley correctly identifies the key issue of getting the right brief from the start through maximum client input (MW February 19). But what is also crucial to a successful outcome and fulfilling the contract is not confusing the brief with the briefing process.
Surely the client has a duty, in its interests, to fuel agencies’ enthusiasm, filling their heads with the company culture, products and what really gets them out of bed in the morning.
All too often the brief is seen as the ultimate agency “test”, tossed across the table with the agency being told to get on with it. It goes without saying that agencies will dig deep for knowledge to satisfy this, but at what price to the client?
Blind-testing agencies may produce good creative work, but it often results in the agency sitting back for a lengthy “briefing” session on, guess what? Company culture, products and what really gets them out of bed in the morning. For the sake of efficiency, time and money let’s meet halfway.
Client services director
Lionheart Marketing Comms