It's All in the Brief

Andrew Pyke

Discusses client briefing of research agencies. Stresses the need to be clear at the outset about the context of the brief.

Its All in the Brief Start as You Mean to Continue 

Andrew Pyke  Scottish Courage

DEFINING THE TASK; GIVING ATTENTION TO BRIEF

The focus of this paper is the written outset of any research project i.e. the brief from the client to the agency. More specifically, it looks at the context section of the client brief and suggests that this should be the hub of any project. In so doing, the paper intends to look at what agencies should expect from clients. In the course of the paper, the intention is to address three key issues for...

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