7 Pieces of information a good brief should contain for an agency executing OOH, DOOH, and City Transport campaigns
For a successful collaboration between a client and an advertising agency executing outdoor campaigns, it is essential to provide specific information about the advertiser’s expectations. Therefore, it is good to prepare a brief. This article will help you understand what such a brief should contain to ensure smooth cooperation.
1. Basic Information About the Company
Providing basic information about the company should not be limited to details like contact information, the company’s address, or the number of employees. These are less critical for creating an advertising campaign. It is about information that allows the agency to understand the company’s vision and goals. What is its vision and mission, and how are they being realized? Detailed information about the specific industry will also be useful—to determine how to execute the campaign.
2. Campaign Objectives
It is important to specify the objectives of the OOH, DOOH, or city transport campaign. Does your company want to increase sales of specific products, or is the goal to introduce the brand to a broader audience? Another objective could be to increase brand awareness in society. Depending on the goal, the advertising message will change, making this information crucial.
3. Target Audience
To conduct the campaign appropriately, you need to precisely define the target audience for the advertisement. Are they companies, entrepreneurs, or private individuals? The more detailed the data, the better the form of advertising and the mediums used. Age, place of residence, education level, interests, gender—all these data matter. Different values will be conveyed to mothers of young children than to businessmen conducting international transactions. If the company operates locally, specify the area where you want to conduct the OOH, DOOH, or city transport campaign. The more information you provide about your current customers and what makes them buy your products or services, the easier it will be for the agency to create a new campaign.
4. Advertising Message
This section should include all information about how the advertising message should sound. What style should it be presented in (official tone, casual style, or humorous)? Information about the benefits to the customer is also crucial. Legal regulations are also important. If something cannot be directly presented due to Polish law, how can it be replaced? If there are required phrases to include (such as for medical products needing a disclaimer to consult a doctor or pharmacist), the agency responsible for the campaign needs to know this. Lastly, what is the main message of the advertisement?
5. Competition
Present your competition. Market analysis helps to check what the competition has done so far, what they haven’t done, and how you stand out compared to them. In the brief for the OOH agency, you can also include examples of campaigns created by competitors that you like. You can also include those that you think should never have been shown to a broad audience. Don’t forget to highlight your unique features that make you—or can make you—a leader in the industry.
6. Project Vision
Start by specifying whether you already have a graphic design prepared or if you want the agency to create it for you. If you choose the latter, include all information regarding the visual representation of the campaign in the project vision. Which media would you like to use in the campaign? Are there colors that must be included in the project, or are there any that absolutely cannot be used? Preferred fonts, types of photos, graphics, logo. The more details you provide about your vision for the campaign, where it will be implemented, and what elements it should contain, the easier and quicker the agency can prepare a project for your approval. Remember, if you send us a ready project, it should be technically adapted to the medium on which it will be displayed. This means that one project will not be suitable for every form of advertising. Graphics prepared for horizontal billboards will not fit on a vertical LCD screen found in office buildings or shopping malls. In case of any doubts, you can contact us for help in adjusting the project.
7. Budget
Finally, the information without which no campaign will start and without which recommended OOH, DOOH, or city transport media will not be presented: the budget. Specify very precisely how much you can allocate for the advertising campaign. This amount will determine the appropriate advertising media, campaign duration, and also include the agency’s service cost.
In your brief, you can add your own points that you believe will positively influence the collaboration between you and the advertising agency. At Be Media, we always advise our clients to share as much information about themselves as possible in their briefs. If you have a specific deadline for the campaign, include that information as well. Our agency makes every effort to ensure that the outdoor campaign project is as close as possible to the client’s vision. Our experience also allows us to advise on the selection or change of OOH, DOOH, and city transport advertising media.
Important Information
We understand that preparing a full brief can be time-consuming. If you don’t have the ability to provide all the required points, please specify three key elements: the campaign objective, the target audience, and the budget. This information will allow us to effectively plan and execute the campaign. We will handle the rest, using our experience and expertise to deliver a campaign that meets your expectations.