How can a marketer write a brief that, at once, helps its agency drive productivity and also reduces cost?

For Debra Giampoli, co-founder/partner at Chicago-based Stone Soup Consultants LLC, it’s a deliberate process that begins on the client-side of the partnership.

“The marketers know the brand best and have an intuitive sense about it,” she told delegates at the Association of National Advertisers’ (ANA) 2018 Advertising Financial Management Conference.

“Start with a template, but don’t end with the template,” she advised the Hollywood, Florida assembly. “Find the right direction and then sit in a room with your planners and bounce ideas around.”

122347f01

Debra Giampoli, co-founder/partner, Stone Soup Consultants LLC