Good Brief Week

  Recognising the marketing world is evolving very quickly and that everyone’s briefing skills could do with a little polishing, ISBA & IPA created a week-long series of six different inspiring events, debates and discussions designed to focus on sharing great briefing practices.  

Our opening debate was “Whose Brief is it Anyway!“ where both clients and agencies shared views and set the scene for the week; Leading ‘real-time’ marketing experts shared their thoughts on the new skills required for briefing “real-time reactive content”; With every client company utilising a roster of agencies we held a session on “how to brief to achieve integrated ideas and encourage greater agency collaboration”;  We also looked at how to create briefs that inspire CEO’s, the special more in-depth requirements for CRM pitch briefs and finally we took a deep dive into how a leading client created an “all agency brand immersion briefing day” as part of their pitch process. 

Blogs from each session are now available below, and on www.thegoodpitch.com and www.ipa.co.uk.   

Whose brief is it anyway?

02 Nov   ¦   18:30 - 20:00    

The Agency or the Client? Who Owns the Brief? That was the question on the first day of the Good Pitch Week that threw up everything from an 1856 map of Soho to tales of pulling the perfect pint of Guinness to discussions about mediocrity and how not to write boring briefs. 

Speakers included: Royal Mail, Direct Line and Saatchi & Saatchi

Read the full event blog here >

Briefing for real-time reactive content

03 Nov   ¦    08:30 - 10:00    

This session covered on the phenomenon that is content marketing. Our experts shared tried and tested tools and tips, all gathered from their experiences working with clients and agencies. Stay tuned for updates from this inspiring and up-tempo event. 

Speakers: Conor McNicholas, CEO, All Together Now & Jon Burkhardt, Content Marketing Consultant

Read the full event blog here > 

Briefing to achieve integrated ideas & encourage maximum agency collaboration

04 Nov   ¦   Karmarama, London   ¦    08:30 - 10:00    ¦    Free for ISBA members

Concerned that your agencies aren't working in harmony? This event featured Darren Woolley, a marketing consultant with considerable expertise on how to manage relationships in a smarter way, who shared top briefing tips on encouraging integration and collaboration.

Presenter: Darren Woolley, Founder and Global CEO, TrinityP3 Marketing 

Read the full blog here >

Creative Briefing to inspire your CEO 

04 Nov   ¦   Saatchi & Saatchi, London   ¦      

In this session, we shared what organising ideas are, why they are powerful, how to brief for them. Fred Prego from ‘GAME’ discussed how he and his agency created an idea that became so influential within their business that it was put on the front cover of the annual report within 100 days.

Speakers included: Fred Prego, Marketing Director, GAME & Clare Hutchinson, Head of Strategy, 101

Read the full blog here > 

New dynamic briefing processes for CRM Pitches  

05 Nov   ¦   IPA, London   

Leading CRM specialists shared some newly developed, more dynamic, lines of questioning and processes. These were ideal for any organisation looking to pitch their CRM business or improve the briefing of CRM projects.

Speakers included: Liz Barnsdale, AIS & David Yates, Elvis, Andre Johnstone, Wagamama

Read the full blog here >

How Molson Coors created an 'all agency' brand immersion pitch briefing day  

06 Nov   ¦   ISBA Offices, London   

Ever thought of briefing all of the agencies pitching for your business at the same time? Molson Coors did and felt it created a level playing field, allowing them to deep dive into the organisation in a single day. This session allowed them to share how they did it and what the experience has taught them. 

Speakers included: Laura Mitchell, Molson Coors & Louise de Ste. Croix, Brandopus

Read the full blog here >