or call us: +1 202 778 0680
Content & Partners
What Our Clients Say
Warc in the News
Write for Warc
Terms & Conditions
Request a Trial
Magazines & Journals
Books & Reports
Do I Subscribe?
ALL OF WARC
Pinpoint the case evidence you need – search by industry, objective, media and more.
Case summaries showcasing leading brands achieving key marketing objectives.
Creative TV and video executions from the most innovative and market-leading brands.
Browse campaigns from the world's leading advertising and marketing effectiveness awards.
The latest from our annual case study competitions.
Rankings of the world's most effective agencies, advertisers and brands.
The latest on 80+ key topics
Media & Channels
Latest industry-focused insights
Apparel & Accessories
Government & Non-profit
Household & Domestic
Media & Entertainment
Pharmaceutical & Health
Toiletries & Cosmetics
Travel & Tourism
Marketing advice and assistance
In-depth analysis of 200 global brand owners
Key Warc papers on marketing best practice
Quick one-stop overviews of major marketing themes
Browse all Warc papers and case studies by subject
Latest reports from Warc and trusted partners offering unique insights into current trends.
The driving forces behind consumer behaviour.
New developments for industries and sectors.
Strategic insight for the marketing of brands.
Media & Tech
Latest innovations in media and technology.
Insight and intelligence for countries and regions.
Daily coverage of key developments for marketers worldwide.
The Warc Blog
Insights, opinions and fresh new thinking from our team of bloggers around the world.
Advertising expenditure by medium in 80 markets, plus forecasts and media costs for key countries.
Key briefings from major conferences and events in the US, Europe and Asia Pacific.
Plan your schedule of must-attend events with our global calendar of conferences.
Review your contact details and public profile.
Choose and review which topics to follow.
Choose and review which brands to follow.
Your Email Updates
Select and manage the emails you receive.
Contact your dedicated Client Services Manager.
Put our research team at your service.
REFINE YOUR RESULTS BY:
Enter a search term:
Business and industrial
Warc Best Practice
WPP Atticus Awards
Date: newest first
Date: oldest first
The Feldwick Factor: Briefing agencies
Paul Feldwick, Admap, May 2012, pp. 54-54
Paul Feldwick is posed the question: 'I've been asked to put together a tool kit to help our marketing team brief an agency, assess a creative agency brief and assess concepts.
Paul Feldwick is posed the question: 'I've been asked to put together a tool kit to help our marketing team brief an agency, assess a creative agency brief and assess concepts. Can you help?' Feldwick replies that although this process is considered normal and necessary, there can be a better way that he has used himself. Rather than thinking of the client brief to the agency as a one-way set of instructions, it would be more helpful to make the briefing a joint process of strategy development. Key decision-makers from both sides would benefit from working together in facilitated meetings. Then they can find answers to questions such as the business context and goals, definition and understanding of target audience, desired behaviours and responses, etc. This approach, though daunting, Feldwick argues will take you to a better place, and more quickly.
How to assess client-agency relationships effectively
Jeremy Caplin, Warc Best Practice, February 2012
Analysis of over 8,000 client-agency relationships has shown that agency performance is highly dependent on client performance.
Analysis of over 8,000 client-agency relationships has shown that agency performance is highly dependent on client performance. The analysis has also revealed that the best agency performance occurs when that of the client is optimal in four areas: Approval, Briefing, Timing and Behaviour. When the client's performance is strong in these areas, agency output is judged by clients to be +37% better than it is in agencies with poorly performing clients. As a result, clients are recommended to first find out their own capabilities and shortcomings. At a bare minimum, clients need to employ a two-way evaluation process. Calibrating the data from this evaluation against large externally benchmarked datasets can highlight client strengths and deficiencies. Regular measurement will allow clients to track their progress against any highlighted actions that need to be taken.
How to write a good media brief
Hamish Pringle and Jim Marshall, Warc Best Practice, November 2011
This Warc Best Practice paper is an extract from Hamish Pringle and Jim Marshall's 2011 book Spending Advertising Money in the Digital Age: How to Navigate the Media Flow.
This Warc Best Practice paper is an extract from Hamish Pringle and Jim Marshall's 2011 book Spending Advertising Money in the Digital Age: How to Navigate the Media Flow. It argues that the client brief often does not supply sufficient, clear, or even accurate information. The ideal brief, the formulation of which is as much the agency media strategist's responsibility as the client's, should be based on five questions: 1. Where are we now?, 2. Where do we want to be?, 3. What are we doing to get there?, 4. Who do we need to talk to? and 5. How will we know when we have arrived? In summary, the paper urges all media strategists to ensure they have a good brief from their client which includes a clear and focused hard business objective for the brand to achieve.
Mythbuster: The value in footballers
Les Binet and Sarah Carter, Admap, September 2011, pp. 9-9
Clients and agency people can talk about 'accountability' and 'effectiveness', while all the time behaving in ways to make accountability difficult and effectiveness less likely.
Clients and agency people can talk about 'accountability' and 'effectiveness', while all the time behaving in ways to make accountability difficult and effectiveness less likely. Many campaign briefs are too vague about what they expect their communications to achieve. Objectives, when set at all, are based on measures such as awareness levels or response rates, rather than sales or profit. And there is a similar lack of rigour when it comes to evaluation. Direct response activity is favoured over brand-building because direct responses are easier to count. Les Binet and Sarah Carter want to know when companies will learn from their mistakes.
How to write a creative agency brief
Merry Baskin, Warc Best Practice, June 2010, pp. 36-37
Developing the communications strategy, defining its role in addressing the brand's problem, and transcribing it into a brief for the creative team, is the pivotal stage when the agency starts to add value.
Developing the communications strategy, defining its role in addressing the brand's problem, and transcribing it into a brief for the creative team, is the pivotal stage when the agency starts to add value. Distilling the communications strategy into a brief is an art; it should be concise, clear, consistent and creative. Briefs should include: the business background and commercial context; an illuminating definition of, or insight into, the target audience; the key proposition or message; recommended media to complement the strategy; relevant brand values and any other relevant background; as well as measurement criteria and methods.
Briefing your agency
Merry Baskin, Warc Best Practice, February 2010
When briefing agencies, marketing directors would do well to start with Stephen King's Planning Cycle: 'where are we?'; 'why are we there?'; 'where could we be?'; 'how could we get there?'; and 'are we getting there?'.
When briefing agencies, marketing directors would do well to start with Stephen King's Planning Cycle: 'where are we?'; 'why are we there?'; 'where could we be?'; 'how could we get there?'; and 'are we getting there?'. At which point, we return to the start - so now where are we? As well as defining the business problem, the status of the brand and the desired response from customers, it is crucial to know the difference between a marketing objective, a business objective and an advertising or media channel objective. Expectations and results metrics should also be defined carefully.
Viewpoint: Learn to love procurement
Louise Cretton, Vol. 52, No. 1, 2010, pp. 9-10
In her editorial, Louise Cretton argues in favour of procurement in the area of market research, which at present is in its infancy.
In her editorial, Louise Cretton argues in favour of procurement in the area of market research, which at present is in its infancy. Procurement professionals are focused on two main targets: managing cost/value to the business and establishing an appropriate roster of agencies to meet business information needs. Cretton expects that procurement will only grow in influence and encourages agencies to learn to be more effective in commercial engagement.
Advertiser/Agency Contracts - Guidelines to help you develop, negotiate, draft, and fi nalize contractual agreements
Kathleen Hunter, ANA Magazine, April 2009, pp. 15-15
Kathleen Hunter, ANA vp, discusses industry standards on agency-client contractual agreements in this 2009 article.
Kathleen Hunter, ANA vp, discusses industry standards on agency-client contractual agreements in this 2009 article. She advises that the documents should clearly delineate agency compensation, and the success metrics through which this compensation will be derived. Contract negotiations should cover client issues such as sales assistance, billing procedures, PR and direct marketing.
Ogilvy on Recession - How to Get More Effective Advertising
Tim Broadbent, Kent Wertime, Christopher Graves, Jeff Froud, Jerry Smith, Soames Hines and David Young, WPP Atticus Awards, Winner, 2008
We face one of the most challenging business environments for years. Recessions caused by liquidity problems are particularly severe.
We face one of the most challenging business environments for years. Recessions caused by liquidity problems are particularly severe. This book is based on Ogilvy's experience of winners in recession together with research into best practice. It suggests 15 action points for more effective advertising to allow companies to grow during a recession: choose an agency with a proven effectiveness track record; engage your agency with your business issues; set advertising strategy in line with corporate strategy; set hard objectives; define your Big Ideal; give your agency written briefs; write great briefs; get better at judging creative ideas; cut your approval layers; use research wisely; don’t cut production budgets; spend 360°; exploit low regional media costs; learn what works and do more of that and; pay by results.
Contract Termination Agreements - Guidelines and best practices for marketers when dealing with agencies
Kathleen Hunter, ANA Magazine, December 2008, pp. 11-11
This article provides some best practice guidelines for how marketers should handle contract termination agreements when seeking to change their agency.
This article provides some best practice guidelines for how marketers should handle contract termination agreements when seeking to change their agency. Traditionally, the advertising industry had relied on a 90-day-notice termination period, but this has become markedly less common over the last 20 years. Many clients have now been able to institute the ideal combination from their own perspective, in the form of short notice periods with no minimum term. This shift has been based on the increased emphasis on the fact that it is manufacturers' products and services that ultimately stand or fall based on the results of communications. However, a degree compromise is advisable, as it is not in the interest of agencies to provide their best staff to accounts that may not remain in their hands for longer than the short-term.
YOU ARE IN THE WARC INDEX:
Briefing agencies, contracts
Auditing and evaluating agencies
Developing client-agency relationships
Pitching and agency selection
Planning and buying
Media agencies and consultants
, your search results have been restricted to items that contain .
To search for
without automatic phrasing
(this will find items containing all the words in your search term, but not only as a phrase).
If you want to search for other exact phrases, simply put your terms in quotes. There is more about search on the
Our Content & Partners
Terms & Conditions
© 2013 Copyright and Database Rights owned by Warc