Writing the Agency Brief


By this stage both parties should have signed the NDA. The client should be willing to share, on a confidential basis, market data and other quantitative and qualitative research. This enables agencies to focus their efforts on original enquires which will add real value. You should also actively encourage agency personnel to access people in your company and not just those working in the communications department. Sometimes it is the meeting with people in R&D, the factory visit or the chance conversation with a sales executive that can lead to that break-through insight or idea

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Marketing Institute