Client’s Brief – What Shouldn’t Be Missing?

What shouldn’t be missing from the client’s brief?

  1. Campaign’s REASON – explicit and very clear:

  • why should I care?!”

  • problem to be solved / opportunity to be exploited

courtesy of adweek.com

courtesy of adweek.com

  1. Business OBJECTIVE – pragmatic and clear

Partnership-for-a-Drug-Free-America

courtesy of pzrservices.typepad.com

  1. The CONTEXT – clear understanding of the challenges and requirements

Fresh-Thinking-for-the-Workplace

courtesy of tigerbaydesign.co.uk

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