Succeeding in your agency brief: an essential e-learning course for marketing managers and brand managers
Average duration: 1.5 hours
Target audience: Marketing manager, Brand manager, Communications manager
Format: 100% digital – Interactive e-learning module with realistic scenarios
Do you work with external agencies for your communications campaigns or marketing actions? This course is for you.
Designing a good brief determines more than 50% of the success of a collaboration with an agency. Between unclear objectives, poorly targeted audiences and poorly expressed expectations, errors in this key phase waste time, money… and strategic relevance.
This course offers you a clear method, solid benchmarks and immersive training to structure and formulate effective and inspiring briefs.
COURSE OBJECTIVES:
✔ Understand why a good brief is a strategic weapon.
✔ Acquire the essential fundamentals of briefing: objectives, targets, message, supports…
✔ Adopt best practices to structure your brief with clarity, precision and relevance.
✔ Learn to deal with varied contexts: product launch vs. image operations, specialized agencies, international markets, etc.
✔ Practice asking the right questions, co-constructing deliverables, and avoiding blind spots in an agency meeting simulator.
✔ Validate your learning through a comprehensive final mega quiz.
STRUCTURE OF THE COURSE
• Module 1: Why a good brief matters
Awareness of the issues, risks, and benefits associated with the quality of a brief.
• Module 2: The fundamentals of effective briefing
Identification of key ingredients: objectives, targets, message, KPIs, constraints, etc.
• Module 3: Best practices for successful briefing
Writing technique, logical structure, level of detail, inspirational angles.
• Module 4: Adapting your brief according to context
Typologies agencies, image projects vs. activation, international or sensitive markets…
• Module 5: Training simulator
Experience a campaign launch meeting and learn how to ask the right questions to effectively guide the agency.
• Module 6: Final mega quiz
Consolidate your knowledge by testing your reflexes throughout the briefing process.
This course is a concrete answer to the following issues:
• Why are my campaigns sometimes disappointing despite a good agency?
• How do I structure a brief to save time and generate better creative proposals?
• What mistakes should I avoid when working with an external agency?
• How can I ensure that my brief is well understood and usable?
• How can I better collaborate with my service providers to boost marketing performance?
A course designed to pass quickly From theory to action.
Accessible, modular, and operationally oriented, this e-learning course gives you the tools you can use for your next brief.
