How to write a good media brief
Hamish Pringle and Jim Marshall
The client brief is an early hurdle at which the agency media strategist can fall. Too often it will not supply sufficient, clear, or even accurate information. There is a technical term for this problem and the strategy that will result: 'crap in, crap out'. But the responsibility for this is not solely the client's – it also rests with the agency strategist, whose first responsibility is to interrogate the client's brief to ensure that it provides all the necessary information and data, including a specified...