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How To Write A Great Brief


How To Write A Great Brief

Anyone who has ever worked in an advertising agency, or WITH an advertising agency as a client, will know that great advertising campaigns are always preceded by an excellent brief.

A brief is the document that distils client and campaign objectives. It has been said that when you have a great brief, the ad just "writes itself". Many agencies have their proprietary briefing forms and systems, but there are some elements that are universal.

CAANZ has developed a new 9-hour workshop scheduled across three weeks - 3 x 3 hour sessions - starting on March 19th. Mike Knowles of Brand Counsel will facilitate "How to Write a Great Brief". Knowles was founder and CEO of HKM Advertising, who won many creative and effectiveness awards for clients such as ANZ, BP, AXA, Gillette, Wella, Mazda, Pepsi, The Radio Network and Telecom. Nielsen Media Research is sponsoring the seminar. Executive Director Nick Jones said "Nielsen Media Research is totally committed to both client and agency education. We see ourselves as a full industry partner in growing the advertising business in New Zealand, and this gives us a great platform to show how our full range of products and services can be employed to benefit advertisers."

CAANZ Executive Director, Lynne Clifton says that the Briefing Workshops are targeted particularly to Account Service personnel, but are also applicable to Media and Creative agency staff.

Marketing Executive, Alisa Higgins from CAANZ has been planning and coordinating the seminar. "The workshop will examine elements of a great brief and we will look at international and local examples of best practice briefs that resulted in extraordinarily successful campaigns. Participants will also have the chance to work on briefs, that will then be presented back to a panel of experts."

A 2-day seminar is also planned for Wellington and Christchurch agencies later in the year.


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