Briefing your agency

Merry Baskin
Baskin Shark

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Introduction | Where to start | Practicalities | Recommendations & Checklist | Further reading


Marketing directors know only too well how radically consumers' media consumption patterns are changing and how the traditional ways of communicating with them have diversified. Some channels are becoming less effective in delivering volume; the efficacy of data driven, precision targeting digital strategies are being questioned; former niche media are growing in claimed importance; and novel ways of communicating keep emerging. Nowadays, instead of a one-stop global creative and media shop, where the agency team understood the whole picture, from the expectations of the finance director to the consumer's POV, the average marketing director has many different specialist communications agencies in their stable. Tasking them all on delivering their separate, but hopefully holistic, brand communications can be a highly complex process.