Client Brief – The Dissection
by Waheed Bhatti
Date & Place
Talking to Brand Managers, Marketing Directors and Account Directors about the importance of Briefing may sound like “teaching one’s grandmother how to suck eggs.” They all know far too well the significance of a good brief, and the nightmares which follow a bad brief. However, they all have dozens of other priorities and pressures, and often assume that all parties involved in the process have thorough understanding of what needs to be done. This assumption and several other reasons lead to the fact that not enough time is spent on Briefings, leading to frustrations, waste of time and money. “There is never enough time to do it right first time, but always enough time to do it all over again”. It helps to re-visit important fundamentals, update our knowledge, and reiterate our commitment (to developing good briefs) from time to time. As Alexander the Great said, “A legend has to be renewed every now and then”.
Waheed Bhatti has extensive global experience in Marketing, Management, Brand building and Communications in numerous capacities including CMO (VP marketing & sales), Agency Managing Director, Worldwide Account Director, VP International, Regional SVP, and Marketing Consultant. Have managed global brands and businesses across a range of categories (FMCG, Technology, Durables, Service and Financial) for clients such as Philips, Unilever, ING, Commodore, Colgate and Toshiba. Have set up global multi-cultural and multi-discipline teams to build brands, strengthen agency networks, turn-around troubled businesses, and convert sour relationships into partnerships. Have led re-structuring and centralization of several global brands: Developed centralized marketing, brand and communication strategies, helped rooting core business activities into a single focused vision, managed the transition, established global centers of excellence and global leadership teams for brands like Philips, ING, Colgate, TNT Express Worldwide, Unilever, Bacardi Europe, etc. Have been based in Germany, Dubai, Pakistan, Indonesia, Singapore and The Netherlands with O&M, JWT, Y&R, DDB and Commodore.
━━━━ Learning Outcome
- Importance and role of Briefs
- What do agencies/creatives expect from a Brief
- How to write a good brief and differentiate between a good and a bad brief
- Team exercise/case: writing a Brief and using a Brief to develop concepts.
- Summary, evaluation
- Who should attend
- Brand directors/managers who are responsible for brand strategy and brand communications, and are constantly looking for ways to improve quality, effectiveness and success of their communications/advertising.
- Account directors/managers/planners.