The Feldwick Factor: Briefing agencies

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.

The Feldwick Factor: Briefing agencies

Paul Feldwick

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?

Chantelle Lane, Consumer Planner, Origin Energy

The wording of your question assumes a process of advertising development which I imagine most people would consider not just normal, but necessary. The client briefs the agency on what they require. The agency team go away and consider this brief, and in turn write a brief to their own creative department, which is then presented to...

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