#mediasnack

What DOES it take to write the perfect media brief? We were inspired to focus on agency briefing by a piece of recent research issued by the World Federation of Advertisers (WFA) the global marketing trade body. The research asked leading marketing and agency professionals to rate the quality of briefing. It was a revisit from the same study in 2014 and shows a small but positive improvement in sentiment around the quality of briefings. You can read the full research in a blog post by WFA Head of Marketing Capabilities Rob Dreblow here:http://www.wfanet.org/blog/knowledge/how-does-your-agency-rate-your-brief/It prompted Tom and David to consider what is required to succeed in briefing agencies, especially in media which, as a marketing discipline, has got way more complex. They suggest that writing briefs according to a good template and format itself is not the major challenge and is just the tip of the pyramid. The real challenge is engineering an agency (or a roster of agencies) to be properly set up for s