How to Attack a Brief

How to Attack a Brief
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Hitting a brief from scratch can sometimes feel like a military operation.

You need to complete objectives, battle through varied workloads and keep your troops motivated. All the while you will be taking orders from a general who might change their mind, budget or timeframe every other week.  

That’s why we’ve done some covert recon, to bring you this detailed battle plan sure to bring you and your team an easy victory.

1. With Explosives

If you are one of many freelancers or agencies competing for a brief, you need big, punchy ideas the make an impact.

Be sure to make a bang when you tell the client how you’re going to take on their project. But also remember to keep things achievable. Always spell out exactly how you’re going achieve your pyrotechnics.

Saying you’re going to create an interactive installation in King’s Cross will certainly make an explosive impact – but without a roadmap of how you’re going to make it happen, your explosive idea might well turn out a dud.

2. With a Sniper Rifle

Picking off problems from a distance – and, just as importantly, showing your client that you have anticipated and prepared for such problems – is a crucial part of attacking a pitch.

There are always pressing, immediate concerns that you have to handle. Your first brief meeting with your team has to be filled with practical things you can get going with straight away: what you’re going to do in the first week or first month of the contract.

But you need to have an eye on what problems will emerge in the next three or six months, too. Otherwise you’re just shooting yourself in the foot.

3. With a Shotgun

This one is about width. You need to show that you have thought around every aspect of the brief.

If you have to choose a location for a shoot, have you thought about parking, noise levels and traffic? If you are launching a marketing campaign, have you thought about what time of day your target audience is on social media? A wide consideration at the start of the brief will keep you on target later on.

4. With a Tank

Sometimes you just need to plough through the initial work, full speed ahead until you reach more friendly territory.

A new brief might require a lot of reading up. Maybe this is an industry you haven’t worked in before and you need to brush up on your technical knowledge? Or maybe you need to learn to use some alien software.

What’s certain is that bashing on through a few late nights in the office, getting to grips with these things early on in the timeline will definitely save you time further down the line. Before you know it, you’ll be rolling down victory parade!

5. With Diplomacy and Espionage

If someone has come to your creative team with a brief, it’s usually because they don’t have the skills do it themselves. But, as we’ve all experienced, sometimes clients seem set on an idea that you, as the experts, know won’t work.

At times like this, a little subterfuge can work wonders. Instead of launching a full frontal assault, try making some subtle hints, presenting pertinent data and making strong alliances to stage a coup.

If you know you have great ideas that aren’t getting through, it’s pretty likely that at least someone agrees with you from the other side. Collaborating and creating a united front to the client decision-maker can be a good way of persuading them to let you take control.

If you need a crack team of military marketers to fight your next big battle, give us a ring today on 020 3362 9494.


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