Too much information or not enough?
By Mark Iremonger, MD & Strategy Partner at Nucco, a UNIT9 company. In previous lives, Mark has been MD of UNIT9, the Head of Digital and Head of Planning at BBDO’s Proximity London, the Chief Strategy Officer, and then CEO at the Hearst Corporation’s iCrossing. Agency strategic lead for P&G, Allianz, Lloyds Banking Group, Royal Mail, J&J and Aviva. Mark has been a member of the British Council’s Creative Industries Advisory Panel, a Vice Chair of BIMA, a member of D&AD, and a board member of Wired Sussex, which promotes digital creativity, innovation and growth.
So that’s it. If you’ve worked your communication problem through the framework below you should be in a great place to have a clear view of what you need to say to who, and have done all the groundwork to navigate your client, and agency team to producing great, effective marketing communications.
In summary, you should have:
- Defined the brief - keep it simple, with ideally one priority objective
- Defined brand or product - defining the essential aspects relevant to the brief
- Defined audience - be clear about who you are persuading
- Considered context - understood the context within which your communications might interact with
- Identified an insight - and built it out into a proposition
- Written a brief - that is a launchpad to develop creative work
We hope this guide has been useful and contributes to you working better with agencies, or becoming a better planner. The next challenge is giving the teams the freedom and bumper rails to get to that effective work.
Please feel free to message me directly with your thoughts and comments at mark.iremonger@nucco.co.uk.
Stay tuned for a downloadable PDF version of the whole guide.
