Media briefs: what to tell your agency

In this chapter of 'best practice' Roderick White looks at the best way to brief your communication planners so that they have room to interpret your requirements imaginatively, save money and achieve best value.

Media Briefs: What To Tell Your Agency

Roderick White

How do you get the best media plan for your money? You have to start by giving the media agency a brief that it can both work to and work around, because a good agency will nearly always have more in-depth...