As the marketing function becomes more complex and the media landscape more fragmented, it is inevitable that creative and marketing teams of the future will need to adapt to working on projects with numerous freelancers, external specialists, agency partners and various external stakeholders. Because of this, it is getting more common for all parties to interpret the campaign and creative briefs through their own perspective, leading to brand inconsistency, mixed messaging and a lot of tension as the ideas are adapted for different mediums. Using BigTeam, marketers or their lead agency can make sure everyone understands the brief from the start while also looking for opportunities to provide clarification or even strengthen the brief.
Using BigTeam for campaign and creative brief feedback means that you’re also given a last chance to provide extra context or background information that can help your creative partners and external stakeholders start with a stronger foundation.
Does everyone understand the brand and campaign objectives?
Asking for feedback on this might sound juvenile. After all, you’ve hired these agencies and creative partners to do their job, which includes being able to read a brief. But marketers can be at fault here and are notoriously called out for unclear, confusing or “overdone” briefs. When multiple marketing stakeholders are responsible for requesting a campaign and putting together a brief, it is common to see multiple (sometimes competing) objectives and way too many intended messages and demographics for a creative concept to actually become relevant to one group. Asking a few of these questions through BigTeam will make sure agencies have understood your brief but also flag to marketing if their are mixed signals or watered down objectives.
Do you have feedback on creative deliverables?
Again, this should be a straightforward request for marketing collateral, advertising formats and number of items. Unfortunately, marketers don’t always know what they want or need, and sometimes leave vague requests “I’m looking for a few good ideas” or “must be good on digital platforms”. This misunderstanding is what typically leaves to most heated exchanges toward the end of the campaign timeline when agencies deliver what they thought the client needed and the client thinking the agency is not delivering. Getting everyone on the same page also allows for an agency to suggest an alternative format or way of reducing cost and time by providing feedback on the marketers request.
Any other bright ideas?
Using our “projection” technique, BigTeam includes a few questions to tease out whether any of the stakeholders have a unique insight or opportunity to make this campaign even better before it’s too late to suggest the idea. Whether it’s a different media strategy (which would influence the deliverables section of the brief) or a though on the insight or client need that led to the brief, getting feedback from all stakeholders, from junior to most senior, and across all agencies and freelancers, is a good way to get the best out of your campaigns and creative.