A simple process for a simply amazing campaign

I have worked on the brand side and now, I'm at the other end- working in an agency! One of the key learnings working on both sides of the table is the perspective of writing and executing a creative brief. I wish I knew certain things about this process when I was at the brand's side, but now that I know it, I would like to share with other marketing and brand managers out there. It's not rocket science but a simple process which involves understanding your need, your brand, your customers, insights paired with a little creativity and willingness to execute a beautiful campaign.

I'm writing this from the brand's perspective so that it'll be easy for marketing and brand management enthusiasts to understand the process. This process involves four Ps -

(i) Planning | (ii) Partnering | (iii) Performing | (iv) Preparing report

(i) Planning

• Here we have to get answers to what has to be done and why it has to be done.
• Make sure our brief is aligned with the brand positioning and the brand's vision
• What is the problem or issue we are trying to solve and create a strategy for the same
• Try to add a thought-starter along with a few references in the creative brief

(ii) Partnering

• Here we have to get answers to who will execute and how it'll be executed
• Make sure brief is clear to the agency and they ask you multiple questions (a lot of times these questions and their answers give birth to the solution for your brand's problem.
• Listen and understand the agency's point of view and their take on the overall campaign
• Make good use of creative assets and come up with a communication plan

(iii) Performing

• Make sure your communication's visual, tone, look and feel is as per the plan and in-line with the brand's positioning and the brand idea
• Execute the campaign as per the plan and strategy
• Don't overspend and also don't ruin your communication while saving extra thousands to impress the seniors (You were hired to increase the revenue and not to save from budget to increase profit)

(iv) Prepare a campaign report

• Note down important observations like new insights, execution-style, new learnings etc.
• What was executed as per the plan and what wasn't
• What can be improved or taken care of during the next campaign
• Agency's feedback and their observation
• Most importantly did we achieve the desired output or not
• Market feedback, if possible
• Use this feedback and report to improve your brand plan

Let me know if you think this process can be improved by adding, skipping or modifying any point or step.

#Advertising #BrandManagement #Marketing #Campaign

Views expressed are personal.