The statement of the objectives of an advertising campaign (also called the agency brief agreed between an advertising agency and a client, together with a brief history of the product (idea, organisation, etc.) to be advertised. It is the starting point for the work of the agency’s account management group. The relationship between an agency and its clients is a delicate one. The client should determine the advertising objectives, plan overall advertising strategy and set the advertising budget, while the agency prepares and evaluates advertisements and develops the media plan. The advertising brief is critical because it represents the starting point in the agency-client relationship. Without a good brief, misunderstandings and confusion may result.
Home Advertising brief
