Once a marketing plan has been written and an advertising agency (and/or other specialist agency) appointed there will soon come a time when the agency needs to be briefed on a specific project.
When briefing specialist marketing agencies, it is both unacceptable and unprofessional to rely solely on a verbal exchange of information. It is essential that the client’s needs are clearly communicated and retained by the agency as a matter of record. It is equally important that the client and the agency have a clear and common understanding of what is being briefed and the nature of the response required.