Latest thinking

Don’t cheat the brief

I don’t have enough fingers and toes to count the number of times I’ve heard people say their agency “doesn’t get it”.

It’s a big deal to bring an external agency into your business to work with your brand and represent it to the market. 

And it’s a big deal for an agency to get themselves up-to-speed with your industry, your business and your customers…..and generally, the expectation is that they’ll do this really fast.

So the chances are pretty high that your expectations and their delivery won’t match.

The good news is that it doesn’t take rocket science to set your team up for success. 

It all starts with the brief. The job of your brief is to distill the DNA of your business, and to clearly articulate the problem that your agency is being brought in to tackle.

While it might seem time-consuming and painful, your agency’s performance will only be as good as your brief. And once you’ve put the effort into one, you can repurpose your brief any number of times.

Investing now for later makes absolute sense when it comes to successfully bringing external agencies into the fold.

Are you ever tempted to cheat the brief?

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