Client-agency relationships: Briefing agencies

 

After years of trend presentations about how companies must change, it appears that transformation has finally arrived. The current generation is growing up in a digital world, and takes for granted t ...

In this chapter of 'best practice' Roderick White looks at the best way to brief your communication planners so that they have room to interpret your requirements imaginatively, save money and achieve ...

This best practice piece on briefing agencies covers the rise in importance of the account planner and the belief that agencies do not trust clients to provide a fully crafted creative brief. It cover ...

Jeremy Bullmore uses Edward de Bono's concept of the 'intermediate impossible' as means to more inventive thinking when it comes to marketing problems. In particular, he suggests that asking an agency ...