Briefing in the Era of Accountability

In this chapter, the authors use evidence from the IPA databank to argue that the most effective campaigns are those with clear, hard and multiple (within reason) objectives.

Marketing in the Era of Accountability: Identifying the marketing practices and metrics that truly increase profitability – Briefing

Les Binet, DDB Matrix & Peter Field, Marketing Consultant


  1. Executive Summary, Introduction, Conclusions and References
  2. Briefing
  3. Budget Setting
  4. Communications Strategy
  5. Media Strategy
  6. Measurement
  7. Payback and Remuneration

This part will examine the nature and pattern of objectives that should be set for marketing and communications if effectiveness is to be maximised. This should constitute a coherent 'roadmap' of business, brand and communications objectives; no campaign should be developed without this clear statement of objectives and the corresponding measures of success.


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