Briefing 101

For those briefing an agency, here's everything you need to know to write a great marketing brief.

For those briefing a creative team, here's everything you need to know to write an inspiring creative brief.

Everything you need to do before you start writing your brief.

How to write a sharp problem statement for your marketing brief to inspire your agency and get to better work.

Everything you need to know about setting SMART objectives.

Building a map of your market. Why you need one and how to create one.

Everything you need to know about finding and describing your target audience.

Learn to craft a compelling value proposition for your brand.

Key messages are what you hope your audience will remember after they've seen your campaign. Learn how to craft them in this article.

What even is an insight? And how do I know when I've got one? Find out here.

Avoid the 100-page briefs by learning how to summarise your marketing research into actionable, snackable insights.

Tie a pretty bow on your brief with all the detail your agency will need.

There's nothing worse than a boring marketing brief. Find out how to make yours more inspiring here.

Top tips for delivering your brief to your agency or creative team.