You want the best possible agency team, making the best possible decisions for your business. You want the agency to be continuously motivated to push harder, safe in the knowledge that the way you engage will deliver the desired business performance and represents value for both parties. Why else would you hire any agency in the first place?
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From the infographic:
- Agree a tiered briefing and response framework with your agency. Different types of activity require different levels of response; use the framework to ensure that the process and effort are commensurate with requirements.
- Where necessary, brief your media agency as part of a multi-disciplinary agency team. This is the best way to drive a properly integrated strategy.
- When it comes to the consumer, be specific. A target of ‘Women 25-54’ simply isn’t good enough; use developed segmentation, consistent with your business, to articulate consumer targets.
- Ensure that you give reasonable latitude for specialist advice. If your brief is too directional (e.g. stating the required media channels) the agency response will be myopic.
- Always consider Paid, Owned, Earned, Shared. Your media agency should be considering a POES approach, so provide it with any context regarding other assets or communication initiatives relative to the broader marketing activity.
- Make the body of the brief concise and leave the detail to an appendix. The simpler the brief, the better your agency can communicate it internally and with media networks. The detail in appendix can be accessed as required.
- Articulate fewer, bigger, better KPIs. Every brief should have clear KPIs, but too many can cause lack of focus in the response. Make them tough, smart, measurable and achievable.
- Ensure that KPIs are quantifiable and contextual. ‘Drive higher sales’ is vague; drive a 10% sales uplift’ lacks context; ‘Improve y on y sales by 10%, from 100 units to 110 units’ is better.
- Give the agency a chance to run a separate Q&A, post briefing. The agency needs time to absorb your brief, and communicate it internally, so ensure that you allow an hour for your agency to speak to you with any initial questions raised at the start of their process.
- Contact TrinityP3.