Strategies of Writing Marketing Brief

Whenever advertising agencies and marketing professionals have to design and/or implement a marketing program, they always use a marketing brief. This planning tool helps them establish the foundation of a marketing initiative, so that the plan can be carried out by a creative team. A creative team always has questions about a forthcoming marketing initiative and a marketing brief addresses the most important of them. However, in order to avoid writing a flawed marketing brief, there are certain strategies that must be implemented.

Setting Objectives

Business goals can only be accomplished once marketing objectives have been established and this is the foremost strategy of writing a marketing plan. Creating an inspiring and timeless vision statement can help with creating objectives. When setting a vision, the brand and its positioning in the long run should be defined by identifying the quality of the produce or service being offered. It is integral to be determined and realistic when setting objectives, while specific marketing goals related to the target market should also be set.

Doing Research

Conducting market analysis and research can help shape a marketing brief. This is either considered costly or is ignored. However, writing a marketing brief without such research can lead to waste of money once the marketing initiative is carried out. Market segmentation is the goal of such research, i.e. gaining a better understanding of the target customers, who should be clearly defined. Moreover, such research is no longer costly since a wealth of information is readily available online.

Defining Necessary Strategies

The strategizing aspect of writing a marketing brief is all about addressing important questions. Defining strategies can involve thinking about things like how a business will be positioned against competitors or what target markets are the ideal prospects to accomplish goals or how the produce or service will be priced to accomplish goals. It is important to define broad strategies so that particular tactics like building brand awareness or delivering unparalleled customer service can be captured.

Outlining Tactics

To ensure that the best results are accomplished once a marketing initiative has been carried out, it is important to outline tactics while writing a marketing brief. It is best to outline tactics one-by-one, starting small and building them. Every tactic that is developed should fit the objectives and strategies that have already been set up and defined.

Determining Actions Plans & Budgets

Marketing goals and strategies are nothing but theoretical objectives. However, in order to bring these theoretical objectives to life, action plans and budgets must also be written down in the marketing brief. When it comes to implementing marketing initiative, the most integral tools are the action plans and budgets. To ensure that the action plans and budgets are definitive, they should be conclusive and detailed.


Ultimately, the marketing brief should be precise before it is presented to all parties in person for approval. By presenting a well-written marketing brief in person, it can ensure that the project begins right, and the creative team also gets the opportunity to ask questions so that potential gray areas are cleared up. Following and implementing the above strategies will ensure that the marketing brief will get results.