Tuesday, September 29, 2015

Writing the Agency Brief



The marketing objective and the brand promise with its proof points are key elements of the agency brief, a document that communicates the strategic direction of a new advertising campaign. Once you have completed the agency brief, your ad agency will use the brief to develop campaign ideas/concepts (e.g., storyboards, print ads). They will likely show you several different campaign ideas.


Elements of An Agency/Creative Brief

Background/Overview: (history, context, and a general overview of the competitive environment and the problem)

Marketing Objective: (desired tangible result, usually in target customer’s attitude or behavior; intended effect with quantifiable success criteria)
  • Current State: (what the customer thinks today)
  • Desired State: (what we want them to think and what we want them to do)

Assignment: (deliverable, timing, and budget)

Product or Service: (if product/service-specific)

Target Customer: (be as specific as possible)

Brand Essence: (the “heart and soul” of the brand expressed as “adjective, adjective, noun”)

Brand Promise: (only [brand] delivers [relevant differentiated benefit or shared value])

Proof Points: (reasons to believe)

Brand Archetype: (choose and elaborate on one or two archetypes that explain the brand’s motivation and drive its behavior)

Brand Personality, Voice, and Visual Style: (from the positioning statement, list adjectives that describe the brand; for instance: voice: down-to-earth, assertive, confident, warm, sarcastic, witty, reassuring, eloquent, simple, etc.; visual style: bold, bright, energetic, soft, textured, ornate, understated, nostalgic, futuristic, etc.)

Mandatories: (those items that are givens). It is best to provide as few constraints as possible. I usually specify the brand identity standards and system as the only mandatories. There may be legal or regulatory mandatories as well.


Excerpted from Brand Aid, second edition, available here.

414 comments:

  1. Its really a great for business you must be make strategy
    of your business and contact to best consultant its totally
    in favor of you keep sharing such types of blogs .


    Effective Branding Marketing Agency
    Brand Consultant Agency Singapore

    ReplyDelete
  2. Thank yo so much for this information the thought occurred to me about copyrighting my blog, as I am new to this. I quickly google for the answer, and I found your Blog..



    Brand Consultant Singapore
    Brand Marketing Consultant in Singapore

    ReplyDelete
  3. That is on account of your image is the identity and personality of your association and everything mirrors that character... your logo, you're publicizing, your customer facing facade. http://www.mordocrosswords.com/2016/09/possible-legal-brief-source.html

    ReplyDelete
  4. I haven’t any word to appreciate this post.....Really i am impressed from this post....the person who create this post it was a great human..thanks for shared this with us. branding agency

    ReplyDelete
  5. Creativity is an important element to brand something. You can visit Branding Agency to have a good quality brand service.

    ReplyDelete
  6. Thank you for taking the time to publish this information very useful! dissertation writing help uk

    ReplyDelete
  7. So consider this: One night each week, order a pizza or Chinese food and have it delivered to your door. Eat on paper plates. Use the time saved to write. essayscouncil service

    ReplyDelete
  8. Very useful info. Hope to see more posts soon!. dig this

    ReplyDelete
  9. Hey what a brilliant post I have come across and believe me I have been searching out for this similar kind of post for past a week and hardly came across this. Thank you very much and will look for more postings from you. Research Writing Service

    ReplyDelete
  10. Wow! This can be one particular of the most helpful blogs We have ever arrive across on this subject. Basically Great. I am also a specialist in this topic so I can understand your hard work. buy essa

    ReplyDelete
  11. You there, this is really good post here. Thanks for taking the time to post such valuable information. Quality content is what always gets the visitors coming. essay writing services uk

    ReplyDelete
  12. Do they provide offline advertising and marketing designs like enterprise playing cards and brochure? Do they handle on-line ads like Fb and Google advertisements? Do they handle social media accounts? If you want to read more on brand agency like Branding Agency in Syria then please visit our official website.

    ReplyDelete
  13. I am happy to find your distinguished way of writing the post. Now you make it easy for me to understand and implement the concept. Thank you for the post. PhD Proposal

    ReplyDelete
  14. Pretty good post. I just stumbled upon your blog and wanted to say that I have really enjoyed reading your blog posts. Any way I'll be subscribing to your feed and I hope you post again soon. Big thanks for the useful info. Detective

    ReplyDelete
  15. I really loved reading your blog. It was very well authored and easy to undertand. Unlike additional blogs I have read which are really not tht good. I also found your posts very interesting. In fact after reading, I had to go show it to my friend and he ejoyed it as well! best coursework writing service uk

    ReplyDelete
  16. This comment has been removed by the author.

    ReplyDelete
  17. Voice is what characterizes a writer; it is something you recognize immediately, in the same way you recognize a singer after he or she has sung only a few words.flash fiction

    ReplyDelete
  18. it was a wonderful chance to visit this kind of site and I am happy to know. thank you so much for giving us a chance to have this opportunity.. research paper writing service

    ReplyDelete
  19. Each government state in the US is persistently updating and tweaking their educator confirmation and permit leads and additionally prerequisites.Dissertation Writing Service UK

    ReplyDelete
  20. Excellent blog and very true. I rarely sell at book events, but do sell at craft shows and farmer’s markets. I stay off author sites like Goodreads, and use Linked In where I connect with non-authors. Same with Twitter. Thanks for your insight, right on. Action Research paper writers

    ReplyDelete
  21. This is a great inspiring article.I am pretty much pleased with your good work.You put really very helpful information. Keep it up. Keep blogging. Looking to reading your next post. Best Assignment Help UK

    ReplyDelete
  22. My Essay Writer is the go-to source for the completion of academic assignments. If you are screaming out “best essay writing service,” you’ve come to the most elite essay writing service

    ReplyDelete
  23. Children books, regardless of whether they are long or short, need to recount superb stories. Regardless of whether they are simply the children who get the book and offer it to their mother to get it, mother is the person who has the last call.children book author

    ReplyDelete
  24. Great Article it its really informative and innovative keep us posted with new updates. its was really valuable. thanks a lot. financial analysis essay writers

    ReplyDelete
  25. I generally urge hopeful writers to write in the start of the day when their musings are new and before they get impeded in the monotonous routine of life.executive resume writer

    ReplyDelete
  26. I recently came across your blog and have been reading along. I thought I would leave my first comment. I don’t know what to say except that I have enjoyed reading. corrigo registration

    ReplyDelete
  27. Study your writing or attempt to justify it - at times it's OK to simply get it out, regardless of whether it has neither rhyme nor reason.buy capstone project

    ReplyDelete
  28. Thanks for taking the time to discuss this, I feel strongly about it and love learning more on this topic. If possible, as you gain expertise, would you mind updating your blog with extra information? It is extremely helpful for me. Best Dissertation Writing Service Projectsdeal

    ReplyDelete
  29. If more people that write articles really concerned themselves with writing great content like you, more readers would be interested in their writings. Thank you for caring about your content. Current rank on google.co.uk

    ReplyDelete
  30. i read a lot of stuff and i found that the way of writing to clearifing that exactly want to say was very good so i am impressed and ilike to come again in future.. custom essay writing review

    ReplyDelete
  31. Hey what a brilliant post I have come across and believe me I have been searching out for this similar kind of post for past a week and hardly came across this. Thank you very much and will look for more postings from you. blog

    ReplyDelete
  32. The thing that I have learned from best PhD Dissertation writing services is that, your brand gets success only when you have good things to offer people.

    ReplyDelete
  33. Wow, What a Excellent post. I really found this to much informatics. It is what i was searching for.I would like to suggest you that please keep sharing such type of info.Thanks buy literature review online

    ReplyDelete
  34. This is my first visit to your web journal! We are a group of volunteers and new activities in the same specialty. Website gave us helpful data to work. best essay writing service

    ReplyDelete
  35. This is my first visit to your web journal! We are a group of volunteers and new activities in the same specialty. Website gave us helpful data to work. here

    ReplyDelete
  36. pleasant post, stay aware of this fascinating work. It truly regards realize that this subject is being secured likewise on this site so cheers for setting aside time to talk about this! Truong THPT Ly Thuong Kiet

    ReplyDelete
  37. This is such a great resource that you are providing and you give it away for free. I love seeing blog that understand the value of providing a quality resource for free. edupeet

    ReplyDelete
  38. Thanks for a wonderful share. Your article has proved your hard work and experience you have got in this field. Brilliant .i love it reading. paperblog.com

    ReplyDelete
  39. I read that Post and got it fine and informative. devpost.com

    ReplyDelete
  40. I’m going to read this. I’ll be sure to come back. thanks for sharing. and also This article gives the light in which we can observe the reality. this is very nice one and gives indepth information. thanks for this nice article... paper writing

    ReplyDelete
  41. I definitely enjoying every little bit of it. It is a great website and nice share. I want to thank you. Good job! You guys do a great blog, and have some great contents. Keep up the good work. writing strategies

    ReplyDelete
  42. I found that site very usefull and this survey is very cirious, I ' ve never seen a blog that demand a survey for this actions, very curious... buy essay

    ReplyDelete
  43. Your Blog has showed your deep knowledge about the concerned topic so keep it up and sharing such amazing blogs in the future also.
    Matrimonial Detectives in Delhi

    ReplyDelete
  44. I am pretty so impressed with your good work which you have done in the blog to explain the concerned topic.

    Private detective agency in Mumbai

    ReplyDelete
  45. I guess I will have to continue studying yours and pray that someday I will write on a subject with as lot of wisdom as you have! Bravo!!

    Pre matrimonial investigation in Mumbai

    ReplyDelete
  46. Thank you for taking the time to publish this information very useful
    kitchen remodeling fort lauderdale

    ReplyDelete
  47. I think this is one of the most significant information for me. And i’m glad reading your article. But should remark on some general things, The web site style is perfect, the articles is really great : D. Good job, cheers
    pest control companies west palm beach

    ReplyDelete
  48. Thanks for a wonderful share. Your article has proved your hard work and experience you have got in this field. Brilliant .i love it reading.
    kitchen & bath palm beach

    ReplyDelete
  49. Very nice bro, thanks for sharing this with us. Keep up the good work and Thank you for sharing information.
    remodeling contractors wellington fl

    ReplyDelete
  50. Hello, I have browsed most of your posts. This post is probably where I got the most useful information for my research. Thanks for posting, maybe we can see more on this. Are you aware of any other websites on this subject.
    Haroon Ullah

    ReplyDelete
  51. Hi, This is nice article you shared great information i have read it thanks for giving such a wonderful Blog for reader.
    sink reglazing nashville

    ReplyDelete
  52. Great article and a nice way to promote online. I’m satisfied with the information that you provided
    home pest control wellington fl

    ReplyDelete
  53. was looking for some good blogs on this topic.Thanks for sharing.
    Jonathan Dax Cooke

    ReplyDelete
  54. You have some really great posts and I feel I would be a good asset.
    hvac repair royal palm beach

    ReplyDelete
  55. pleasant post, stay aware of this fascinating work
    free airdrops

    ReplyDelete
  56. Hello, I have browsed most of your posts. This post is probably where I got the most useful information for my research. Thanks for posting, maybe we can see more on this. Are you aware of any other websites on this subject.
    William Marrion Branham

    ReplyDelete
  57. Superbly written article, if only all bloggers offered the same content as you, the internet would be a far better place
    airdrop crypto

    ReplyDelete
  58. Pretty cool post.thanks for posting.
    123movies

    ReplyDelete
  59. Having read this I thought it was extremely enlightening.
    I appreciate you spending some time and energy to put this content together.
    I once again find myself personally spending a
    significant amount of time both reading and leaving comments.
    But so what, it was still worthwhile!

    123 movies

    ReplyDelete
  60. סופסוף מישהו שתואם לדעותיי בנושא. תודה.
    קבוצת גבאי אלי גבאי

    ReplyDelete
  61. This comment has been removed by the author.

    ReplyDelete
  62. תמשיכו בפרסום פוסטים מעניינים כמו זה. תודה.
    סינמה רהיטים

    ReplyDelete
  63. This comment has been removed by the author.

    ReplyDelete
  64. כל מילה. תודה על השיתוף, מחכה לעוד פוסטים בנושא
    מגשי אירוח לאירועים קטנים

    ReplyDelete
  65. פוסט נחמד. חייב לשתף עם העוקבים שלי
    רהיטים מעוצבים

    ReplyDelete
  66. מזל שנתקלתי בכתבה הזאת. בדיוק בזמן
    עיבוי שפתיים

    ReplyDelete
  67. רציתי רק לשאול, אפשר לשתף את הפוסט בבלוג שלי?
    פינות אוכל

    ReplyDelete
  68. go123movies
    I recently saw a marbleized nail technique on Pinterest and was so inspired to try it. After several attempts I finally got the nail technique down and decided to do something more unique with it. Taking the glass ornaments that I purchased from Michaels, I created a water marble ornament. You can check out my video tutorials on how to marbleize an ornament and how to water marble nails.

    ReplyDelete
  69. Your website is really cool and this is a great inspiring article. Thank you so much. branding agency

    ReplyDelete
  70. פוסט נחמד. חייב לשתף עם העוקבים שלי.
    בייביזמול

    ReplyDelete
  71. רציתי רק לשאול, אפשר לשתף את הפוסט בבלוג שלי?
    ברוקרים

    ReplyDelete
  72. This comment has been removed by the author.

    ReplyDelete
  73. פוסט נחמד. חייב לשתף עם העוקבים שלי.
    מצלמות אבטחה אלחוטיות

    ReplyDelete
  74. כתיבה מעולה, אהבתי. אשתף עם העוקבים שלי.
    חברת ניהול מוניטין

    ReplyDelete
  75. I found that site very usefull and this survey is very cirious, I ' ve never seen a blog that demand a survey for this actions, very curious... online test, exam and quiz helpers

    ReplyDelete
  76. Thanks for taking the time to discuss that, I feel strongly about this and so really like getting to know more on this kind of field. Do you mind updating your blog post with additional insight? It should be really useful for all of us. theymakedesign

    ReplyDelete
  77. With the help of creative designing team TSS advertising company provides different branding and marketing strategies in advertising industry...
    https://www.tss-adv.com/branding-and-marketing

    ReplyDelete
  78. כל מילה. תודה על השיתוף, מחכה לעוד פוסטים בנושא.
    חברת פרסום באינטרנט

    ReplyDelete
  79. מזל שנתקלתי בכתבה הזאת. בדיוק בזמן
    ניהול מוניטין בגוגל

    ReplyDelete
  80. הייתי חייבת לפרגן, תודה על השיתוף.
    מתנה ליולדת

    ReplyDelete
  81. כל מילה. תודה על השיתוף, מחכה לעוד פוסטים בנושא.
    עסקים למכירה

    ReplyDelete
  82. Positive site, where did u come up with the information on this posting? I'm pleased I discovered it though, ill be checking back soon to find out what additional posts you include. essays for sale online

    ReplyDelete
  83. Thanks for sharing this informations.
    CCNA Course in Coimbatore

    CCNA Training Institute in Coimbatore

    Java training in coimbatore

    Selenium Training in Coimbatore

    Software Testing Course in Coimbatore

    python training institute in coimbatore

    python course in coimbatore

    ReplyDelete
  84. I have been reading your posts regularly. I need to say that you are doing a fantastic job. Please keep up the great work.


    Bastion Balance Seoul

    ReplyDelete
  85. Cool blog you got here and thank you for the valuable info.


    Investors Magazine

    ReplyDelete
  86. When I need help writing professional paper, I contact the service https://expert-writers.net/

    ReplyDelete
  87. Thanks for share this important and great article for us.
    garage door repair Calgary

    ReplyDelete
  88. I was searching for that post quick a long time... fortunately I found it on right time...Thanks again for sharing


    Garage Door Repair Chestermere

    ReplyDelete
  89. Its wonderful, looking at the time and effort you put into your weblog and detailed information you provide. I'll bookmark your weblog and visit it weekly for your new posts.


    etobicoke washing machine repair

    ReplyDelete
  90. Many people ask Gogoanime, legal or illegal. yes, it is totally legal. This site running legally. You can watch a whole range of anime series free. Everyone can enjoy watching with their family member. You can watch the latest gogoanime at gogoanimetoday.com. We will give the knowledge that is all you want to know about Is Gogoanime.

    Lottery sambad is the Indian lottery system. The important and main thing which attracts the people to invest in this lottery is the number of prizes and size of the lottery. There are many other lotteries in India but sambad is a very popular lottery among the Indian people.

    We can say that many Indians are fond of lottery games. Our team member daily updated the result of the lottery sambad on this site 3 times a day. So you can view results and download these results on daily basis. Lottery sambad results announce is 11:55 AM, 4:00 PM, and 8:00 AM.

    ReplyDelete
  91. Wonderful website you have here. Great info, thank you!
    Towing Hendersonville, NC

    ReplyDelete
  92. I am not much into reading, but somehow I got to read lots of articles on your blog. Its amazing how interesting it is for me to visit you very often.


    24 hour garage doors ottawa

    ReplyDelete
  93. Writing a blog post is really important for me and other. Thanks for sharing amazing tips. get one of the best F&B Branding Singapore then visit our website.

    ReplyDelete
  94. I am really very agree with your qualities it is very helpful for look like home. Thanks so much for info and keep it up.

    Garage Door Installation

    ReplyDelete
  95. You're so talented in writing. God is truly utilizing you in tremendous ways.


    GDR Tech Houston

    ReplyDelete
  96. You're so talented in writing. God is truly utilizing you in tremendous ways.


    garage door repair Edmonton

    ReplyDelete
  97. That's a great marketing objective, thanks for sharing your thoughts! Towing Greensboro, NC

    ReplyDelete
  98. Very interesting concept. Never thought of it that way! Towing Spartanburg, SC

    ReplyDelete
  99. Thanks for sharing this impressive and fun to read article for us.Towing Greensboro, NC

    ReplyDelete
  100. Thanks for sharing this information. I really like your blog post, you have really shared an informative and interesting blog post. Window Tinting Cape Coral

    ReplyDelete
  101. Excellent post. I appreciate this site. thanks for sharing! Towing Hendersonville, NC

    ReplyDelete
  102. I think this a very useful and knowledgeable information. therefore, I would like to thank you for the efforts you've made in writing this article. Towing

    ReplyDelete
  103. I enjoyed reading your article! thank you for spending time to create this valuable piece of information. Workmans Compensation

    ReplyDelete
  104. i love reading this wonderful article. It is so inspiring!! great job!
    www.intercoastaltowing.com

    ReplyDelete
  105. A very awesome blog post. It was so good that I can compare it to the service I got from a Handyman Cleveland. I cant express how thankful I am after they repaired my house.

    ReplyDelete
  106. A very lovely article! thank you for creating this wonderful master piece. Towing Summerville, SC

    ReplyDelete
  107. I’d ought to talk with you here. Which isn’t some thing It’s my job to do! I quite like reading a post that will get people to think. Also, thanks for permitting me to comment! mm romance series

    ReplyDelete
  108. I really enjoyed this article. I need more information to learn so kindly update it.
    Big Data Hadoop Classes
    HadoopTraining in OMR
    Pega training
    CCNA course in OMR

    ReplyDelete
  109. I really enjoyed this article. I need more information to learn so kindly update it.
    Salesforce CRM Training in Chennai
    Salesforce CRM Training
    Salesforce cloud Training

    ReplyDelete
  110. I really enjoyed this article. I need more information to learn so kindly update it.
    SAS Training in T Nagar
    AngularJS Online Training
    Hadoop Training Institute

    ReplyDelete
  111. My friend mentioned to me your blog, so I thought I’d read it for myself. Very interesting insights, will be back for more! buy my essay

    ReplyDelete
  112. Nice post! This is a very nice blog that I will definitively come back to more times this year! Thanks for informative post. buy essay no plagiarism

    ReplyDelete
  113. Great source of branding strategy.It was a very big help. - parking lot pavement hampton va

    ReplyDelete
  114. I wanted to thank you for this excellent read!! I definitely loved every little bit of it. I have you bookmarked your site to check out the new stuff you post. Anthony Scott Dietrich

    ReplyDelete
  115. Best Merchant Cash Advance Leads Best Merchant Cash Advance Leads are exclusive Leads addressed to you Merchant Cash Advance Leads is the Qualified MCA Leads provider as a firm in the entire globe.

    ReplyDelete
  116. I surprised with the research you made to create this actual post incredible.
    Fantastic job!

    My web site - 오피사이트

    ReplyDelete
  117. Great blog! I'm doing one of these for school, and you just saved my skin. This makes it soooo easy to follow. You're the best! https://www.theworldwidedirectory.com/

    ReplyDelete
  118. Ucuz, güvenilir ve organik sosyal medya hizmetleri için tıklayın: https://www.ravje.com

    ReplyDelete
  119. Hi buddies, it is great written piece entirely defined, continue the good work constantly. aide aux devoirs à domicile

    ReplyDelete
  120. https://www.brandingstrategysource.com/2015/09/writing-agency-brief.html?showComment=1633117127513#c61309683752296943

    ReplyDelete