Speaker: Marc Frederix (Nationale Loterij) and Stéphane Buisseret (AIR)
The success of a campaign depends on the quality of the briefing; it is often said that "Garbage in is garbage out". But a good briefing is more than a well written briefing document; it is a way of working between a client and an agency. Together with the UBA, the ACC developed a Client Brief Guide, that illustrates the building blocks of a good client/agency relationship; a Client Brief Document, that highlights the key questions the advertiser should answer before briefing an agency and an interactive Client Brief Master Class, that is organised twice a year in order to train product and account managers in becoming better partners and writing better briefs.
13.30: The 10 steps in writing a good briefing, illustrated with practical examples
15.00: Break ('20)
15.20: Practical exercise
Marc Frederix (Nationale Loterij) and Stéphane Buisseret (AIR)