Marketing Briefs in an Agency – Gavin Bain; Wunderman Thompson (Sydney)

Summary

Gavin Bane, National CEO of Wonderman Thompson Australia, shares insights into the agency's approach to marketing briefs. He emphasizes the importance of brevity and clarity in briefs and discusses the collaborative process between clients and agencies. Reflecting on his own experience, Gavin stresses that great briefs require thorough research and a clear problem statement. He also foresees the role of AI in enhancing marketing briefs by providing richer data and more efficient processes. His advice to marketing students includes understanding the problem at hand and staying open to various roles within the industry.

Takeaways

• 😀 Gavin Bane is the national CEO of Wonderman Thompson in Australia, leading a team of 20,000 people across 90 countries.
• 😀 Wonderman Thompson operates with three pillars: creative, consulting, and technology, offering a broad range of capabilities beyond just marketing and advertising.
• 😀 Marketing briefs are foundational in agency work, essential for creating clear, actionable plans and are built collaboratively with both clients and agencies.
• 😀 A successful marketing brief should be brief and to the point, avoiding excessive detail and focusing on clear, digestible insights.
• 😀 Agencies and clients should work together to craft briefs, especially when tackling more complex, 'dance-like' problems that require creative solutions.
• 😀 A common mistake in marketing briefs is including too much information, leading to functional briefs that miss the creative spark and strategic depth.
• 😀 Preparation is key when crafting a marketing brief—researching the market, audience, and the problem thoroughly beforehand is crucial.
• 😀 A tight, well-thought-through brief is the bridge between the client’s problem and the agency’s creative solution, helping to deliver better outcomes.
• 😀 Innovation in marketing briefs will likely come from the use of artificial intelligence, which can speed up the process and provide richer data for better briefs.
• 😀 New marketing graduates should focus on understanding the core components of a brief, especially clearly articulating the problem statement, as it’s the key to success.
• 😀 Fresh marketing professionals should listen and learn from both good and bad leaders, stay open to opportunities, and follow their instincts when it comes to career development.

Q & A

What is the role of Gavin Bane at Wonderman Thompson?

Gavin Bane is the National CEO of Wonderman Thompson in Australia.

Can you describe Wonderman Thompson in terms of its global presence?

Wonderman Thompson has 20,000 people across 90 countries.

What are the three main pillars of Wonderman Thompson’s business?

The three pillars are creative, consulting, and technology.

How does Wonderman Thompson approach the future of agencies?

They focus on organizational thinking, emphasizing the whole business rather than just marketing and advertising.

What is Gavin’s experience with marketing briefs?

Gavin has experience both on the client side and in agencies, having written, read, and worked on marketing briefs throughout his career.

What does Gavin believe is the most important aspect of a marketing brief?

Brevity is key; a brief should be concise, digestible, and easy to gain insights from.

What process does Wonderman Thompson follow when working on marketing briefs?

The process is collaborative, with clients and agencies building the brief together, especially for more complex challenges. Some briefs are more functional, while others require more in-depth collaboration.

What are some common mistakes or difficulties in creating marketing briefs?

Common issues include too much information, turning the brief into a functional exercise, and neglecting to do sufficient research before creating the brief.

What did Gavin wish he knew about marketing briefs when he first entered the industry?

He wished he had understood how difficult and time-consuming creating a good brief would be and the importance of using data and insights in the briefing process.

What innovations does Gavin foresee for the future of marketing briefs in agencies?

He sees artificial intelligence playing a significant role in speeding up the process and enriching briefs, leading to better creative outcomes.

What tips does Gavin have for students learning about marketing briefs?

Students should take the time to understand the components of a brief, especially the problem statement, and back it up with data, insights, and a solid proposition.

What advice does Gavin offer to new marketing graduates?

He advises new graduates to listen, learn from both good and bad leaders, and be open to different roles within marketing and agencies, as careers in this field are often nonlinear.