The Best Way for a Client to Brief an Agency

Institute of Practitioners in Advertising (IPA), in partnership with BetterBriefs and Mark Ritson, provides a practical guide to help marketers write better briefs for agencies. The guide aims to create a shared understanding between marketers and agencies as to what constitutes a good brief (and briefing).

Topics include:

• The importance of briefs
• Marketing strategy shaping briefs
• Writing briefs
• Briefing the brief.