Marketing Briefs in an Agency – Liz Hammond; Rare (Perth)

Summary

Liz, a Creative Director at Rare, shares her journey from electrical engineering to a successful career in advertising, emphasizing the fusion of creativity and rational thinking. She discusses the role of marketing briefs in an agency, highlighting their importance in guiding creative output, fostering collaboration, and ensuring alignment between clients and teams. Liz also stresses the value of asking questions, the potential impact of AI on marketing briefs, and offers valuable tips for students and new graduates, including the importance of internships, industry connections, and a proactive attitude in the fast-paced agency environment.

Takeaways

• 😀 Liz transitioned from electrical engineering to design, combining rational and creative thinking in her role as a creative director.
• 😀 Rare is WA's largest independent agency, offering full-service marketing solutions including media, digital, and advertising.
• 😀 Marketing briefs in an agency should clearly define the unique selling proposition (USP) and the rational argument behind it.
• 😀 The brief acts as both a creative springboard and a client contract, ensuring alignment on project scope and goals.
• 😀 The briefing process varies from quick memos to detailed collaborative work, depending on the complexity of the project.
• 😀 Common brief mistakes include unclear objectives, overloading information, or assuming clients know what they need without proper insight.
• 😀 It's essential to invest time in crafting a good brief, as a poor foundation can lead to flawed execution later on.
• 😀 Newcomers to the industry should focus on asking questions, collaborating with other departments, and understanding the importance of the proposition in the brief.
• 😀 AI is expected to play a role in future briefs, with some parts of the process potentially being handled by AI while others remain human-driven.
• 😀 Internships are a great way for new graduates to gain hands-on experience, demonstrate value, and learn the industry from the inside.
• 😀 Building connections within the industry and staying updated with agency news and events is crucial for career advancement.

Q & A

What was Liz's initial field of study, and how did she transition into advertising?

Liz initially studied electrical engineering but realized she needed a more creative career path. She then pursued a Bachelor of Design at Curtin and fell into advertising, where the combination of logical and creative thinking appealed to her.

What is Liz's current role at Rare, and what are her responsibilities?

Liz is the Creative Director at Rare, responsible for overseeing the creative output of the agency. She has been with Rare for about 7 and a half years, with 5 or 6 of those as the Creative Director.

Can you describe Rare as an agency?

Rare is WA's largest independent agency, with 45-50 people. It offers full-service marketing solutions including media, digital, social strategy, advertising, and web services. The agency is known for its flexibility, agility, and a tight-knit culture.

What is Liz's experience with marketing briefs, and how does she approach them as a creative director?

Liz primarily works on the receiving end of marketing briefs but has written briefs in the past. As a creative director, she emphasizes the importance of a brief that clearly communicates the unique selling proposition (USP) and includes both rational and psychological insights for effective creative solutions.

What are the most important aspects of a marketing brief according to Liz?

The key elements are the unique selling proposition (USP), which should serve as a creative springboard, and a solid rational argument that outlines human behavior insights. The brief should also act as a client contract to ensure alignment between the client and agency.

How does the briefing process work at Rare?

At Rare, the briefing process varies. Simple briefs are often passed directly from the client. Medium-sized briefs come through the account service team and are refined with input from the creative team. Larger briefs involve extensive collaboration, often with a strategy team, and can take weeks to formulate.

What are some common mistakes or difficulties associated with marketing briefs?

Common challenges include clients not fully understanding what they want and making assumptions about marketing solutions. Another issue is underdoing or overdoing briefs, where too little or too much information is provided, making the brief less effective.

What does Liz wish she knew about working on marketing briefs when she started in the industry?

Liz wishes she had understood that the client may not always have everything figured out and that there is room to question and refine the brief. She emphasizes the importance of collaboration and that writing a brief should be a shared responsibility, not just one person's job.

What innovations does Liz foresee in the future of marketing briefs, especially regarding AI?

Liz anticipates that AI will play a larger role in marketing briefs, with parts of the brief potentially being handled by AI. Additionally, legal considerations and data analysis will become more integral to the briefing process as the industry becomes more professional.

What advice does Liz offer to students learning about marketing briefs and working in an agency?

Liz advises students to listen, collaborate, and stop to think before acting. She highlights the importance of being open to learning, asking questions, and understanding that the briefing process is collaborative, with input from various team members.

What general advice does Liz have for new marketing graduates entering the industry?

Liz recommends trying to get an internship to experience agency life firsthand. She also advises staying connected to the industry, attending events, and demonstrating a willingness to learn and collaborate. Graduates should focus on having the right attitude and aptitude rather than expecting to know everything right away.