How to write a creative or marketing project brief for an agency


Do you want to find a way to start of a new collaboration in the best possible way? to get your suppliers to hit the ground running working for you and be the coveted client that everyone wants to work with?

Here is the secret. It starts in the pitch process, that’s where you lay the foundation for team work, and you can set the tone right out the gate.

Depending on the type of project and collaboration of course, this is what a brief should contain, if it’s some sort of marketing collaboration or project:

  • Short outline of the process and the timings for said process, from RFI (request for information) to presentations to final decision day and a desired start date for the collaboration.
  • Contact information and their roles, from your company.
  • Short, relevant background information about your company. Business goals, competitors, current challenges and anything else that might help the agencies to create proposals which can help you succeed in your role.
  • Budget – helps the agencies to prioritize and create proposal right away that fits the scope you have available.
  • Objective – what is the purpose of the collaboration or project?
  • Target audience – who are you looking to reach?
  • Market – what’s your market? or desired market? what do you know? and what do you not know?
  • Goal & KPIs – how do you measure success from this collaboration or project? what defines it’s success?
  • Integrations – from technology to other agencies or departments that they may have to work with
  • Scope – what is the actual scope of your request?
  • Delimitations – is there any clarifications you need to make in terms of what is not included in this project and pitch?
  • The requirements – list the requirements, if applicable, for this initiative. Everything from technology to requirements that the agency needs to meet (team, values etc)
  • Your expectations of an agency – what do you need and want out of this collaboration? be clear.


Additional information:
(if applicable – depends on the type of project and can be supplied at a later stage in a pitch)

  • Marketing strategy & plan
  • Target audience information
  • Business plan
  • Supporting information on any technology and integration with systems


unsplash-logoKeila Hötzel

Useful online resources for clarity on GDPR


Originally I wrote this piece on the topic of GDPR, however since the legislation is still unclear and I suspect more clarity will arise after the 25 May, I decided to break out the resource section from the post as it’s growing and it’s becoming a bit of hassle to update.

From now on I’ll keep adding my links here in this post, and I hope these will help you as well, to find either answers or the next path to investigate further for your own GDPR questions.

Date updated: 13/2/2018  

HubSpots GDPR checklist.

This is  great checklist which even covers which department you need to involve for which step – GDPR Compliance Checklist from Latham & Watkins

The Guardian breaks down GDPR in a very informative article from a UK perspective.

The image above is from Tieto, which I think has made a great infographic covering the basics of GDPR.

The EU’s own overview of key changes 

Wired’s article about GDPR and what you need to know

Recital 30 of the GDPR legislation in PDF format 


Articles of interest

GDPR in force, but do we need to be compliant already? 



GDPR and cookies 

GDPR and cookies by Preoday



Mailchimps guide to GDPR 

Mailchimps statement on GDPR + Mailchimp


Examples of Data Processing Addendum documentation

Mailchimps DPA sample 

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9 digital marketing predictions for 2018

digital marketing predictions 2018 (1)

Upon leaving 2017 I want to head into 2018 with some reflections and digital philosophical musings of what I believe will have increased importance during the year that now lies ahead of us.

We live in such existing times where marketing, business development and data is so closely linked together and is becoming increasingly so. The digital landscape changes almost daily as new things are invented. Here are 9 predictions for 2018, from crafting more compelling customer experiences to reorganizing marketing teams.


Simplify your marketing automation with my CRM planning template

20CRM planing template for marketing automation

Personally, when planning anything CRM related, I map it out against at least generic customer journey from pre-purchase stage to post-purchase experience. Since there are a multitude of ways to use data to enhance the customer experience and be useful, post purchase to support that the customers come back and that your company lay the foundations for a relationship with the customer.

However, doing more of a overarching type of planning for your internal customer life cycle, to design triggers for marketing automation, identify new opportunities and so forth. To map out what should happen when, it’s really simple to use this template where there is one positive “dream path” illustrated in green and the negative path in orange.

The template has the following framework:

Acquisition – tasks that are acquiring new customers, a first step can be some kind of registration, sign-up or follow in social media, prior to conversion

Conversion – the actual purchase, but also in the negative path basket abandonment tasks

Develop –  task that both up-sell to the customer and develop the actual relationship, and help enhance the customer experience

Retain – tasks that focus on retaining existing customers

Reactivate/win-back – tasks that helps you process customers that have been inactive and are showing signs of leaving you

When you have done this type of mapping, then it’s time to give each trigger a timing, frequency, and channel/where.  Then it’s just to add the content and start to implement and refine!

Remember that if you have different type’s of services and customers, this type of framework, may need to be adjusted accordingly for each group.

If you want the template in power point format, to adjust to your business and to map out triggers, then you can download my CRM planning template for marketing automation here.

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