10.2 Briefing in a multi-channel communications world

Why client briefs are important; What a good client brief looks like; What a good brief contains; The principles in developing a strong creative brief; Focusing on tasks first rather than on disciplines; A process for sorting out tasks in order to make channel choices; Example of a task brief; Turning tasks into good creative briefs; Understanding the difference between stimulus and response; How to get a great proposition for a brief; Preparing creative briefs in a multi-channelled world; A briefing process; the vital element in a multi-channel briefing; Special requirements of various channels. (IDM Marketing Guide, 26 pages)

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