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IPA and ISBA prepare briefing advice.(Institute of Practitioners in Advertising; Incorporated Society of British Advertisers)(Brief Article)
The main advertising trade bodies are drawing up guidelines in an effort to end the often chaotic and haphazard way in which agencies are briefed by their clients.
The move follows research that found 40 per cent of clients have had no formal training on how to brief properly and that 70 per cent learn how to do it through trial and error.
In many cases, nothing is written down. And, if it is, the agency rather than the client often does the drafting.
Now the IPA and ISBA plan to introduce a set of ground rules amid mounting concern that the lack of proper briefing is hindering the development of good creative work and preventing the successful introduction of payment by results. They estimate that up to pounds ...
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