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Edited footnotes by Association of Canadian Advertisers (ACA) and Institute of Communications and Advertising (ICA) .  \nCONTENTS PAGE  \nACKNOWLEDGEMENTS 3  \nNOTES ON COPYRIGHT 4  \nUSING THE DOCUMENT 5  \nPART 1  \n‘THE CLIENT BRIEF’summary 6  \nPART 2 16  \n‘THE CLIENT BRIEF’in more detail  \nINTRODUCTION 18  \nRECOMMENDED AGENCY BRIEFING PROCESS 20  \nTHE NEW STRUCTURE FOR BRIEFS 22  \nPROJECT MANAGEMENT 23  \nWHERE ARE WE NOW? 23  \nWHERE DO WE WANT TO BE? 26  \nWHAT ARE WE DOING TO GET THERE? 27  \nWHO DO WE NEED TO TALK TO? 29  \nHOW WILL WE KNOW WE’VE ARRIVED? 32  \nPRACTICALITIES 34  \nAPPROVALS 37  \nPART 3 38  \nABOUT THE CO-SIGNATORIES:  \nIPA  \nISBA  \nMCCA  \nPRCA  \nPART 4  \nREFERENCES 39  \nMESSAGE FROM ICA, ACA AND AAPQ  \nThe ICA, ACA and AAPQ agreed that this Best Practice booklet contains principles which are world class and should be made available to Canadian marketers and their communications agencies. The originators (see notes on copyright) want the widest possible distribution of the text, without alterations.  \nAccordingly, ICA and ACA have only added explanatory footnotes for Canadian practitioners.  \nRupert Brendon, President & CEO ICA  \nRon Lund, President & CEO ACA  \nDaniel Demers, Chairman AAPQ President Ogilvy Montreal  \nACKNOWLEDGEMENTS  \nWhilst the writing of ‘The Client Brief’ has been a team effort, the major contribution of Chris Herd, Managing Director of Bates UK and member of the IPA Value of Advertising Committee, should be acknowledged.  \nChris worked tirelessly to ensure that as wide a range of people’s views as possible was sought on the subject of briefing agencies, and was assiduous in incorporating their points into the document. His diligence has produced a result which has received widespread endorsement and represents a significant contribution to industry best practice.  \nThe demanding tasks of co-ordinating the final stages of corrections, proofreading, preparing for printing and delivering of both the printed product and the online document have been the responsibility of Jill Bentley, IPA Corporate Identity Manager, and we’re thankful for her eye for quality and accuracy.  \nWe are most appreciative of the contribution made by Street London in designing the finished booklet, establishing the look and feel for the whole series of best practice guides, and in sponsoring the production.  \nDebbie Morrison, ISBA Director of Membership Services, has been a great champion of the project. With Malcolm Earnshaw, ISBA’s Director General’s support, she has gathered many examples of her members’briefing formats, facilitated the quantitative research which was conducted amongst a significant sample of senior clients and ensured that the ISBA membership had ample opportunity to input into the process and into the drafts.  \nWe are also grateful for the support provided by the two IPA Presidents in office during the period: initially Bruce Haines, Group Chief Executive of Leo Burnett and then Stephen Woodford, Chief Executive of WCRS.  \nMatthew Hooper, Chief Executive of Interfocus and President of the MCCA, and Graham Lancaster, Chairman of Euro RSCG Biss Lancaster and Chairman of the PRCA, together with the IPA, have committed their organisations to the project.  \nThrough Scott Knox, Director General of the MCCA and Flora Hamilton, Director General of the PRCA , their respective memberships have also been fully involved in the research and development of these guidelines.  \n‘The Client Brief’ contains wise words from some senior industry figures and these endorsements of the benefits of more effecti","cbCaihLtcsfNe8eO","https://ap.wps.com/l/cbCaihLtcsfNe8eO","pdf",446612,39,"English","# ACKNOWLEDGEMENTS\n# NOTES ON COPYRIGHT\n# USING THE DOCUMENT\n# THE CLIENT BRIEF summary\n# INTRODUCTION\n## RECOMMENDED AGENCY BRIEFING PROCESS\n## THE NEW STRUCTURE FOR BRIEFS\n## PROJECT MANAGEMENT\n## WHERE ARE WE NOW?\n## WHERE DO WE WANT TO BE?\n## WHAT ARE WE DOING TO GET THERE?\n## WHO DO WE NEED TO TALK TO?\n## HOW WILL WE KNOW WE’VE ARRIVED?\n## PRACTICALITIES\n## APPROVALS\n# ABOUT THE CO-SIGNATORIES\n# REFERENCES","[{\"question\":\"What is THE CLIENT BRIEF guide designed to do?\",\"answer\":\"It provides best-practice guidance on briefing communications agencies and sets out industry recommendations for working effectively with agencies.\"},{\"question\":\"What topics are included in the recommended agency briefing process?\",\"answer\":\"It covers the new structure for briefs and a project-management approach, including setting current and target states, defining actions, identifying stakeholders, and determining how arrival will be measured.\"},{\"question\":\"What guidance does the document give on practical steps like approvals?\",\"answer\":\"It includes practicalities and approval stages as part of the briefing and project-management process to help teams manage briefing work effectively.\"}]","THE CLIENT BRIEF - A best practice guide to briefing communications agencies | PDF",1789221687]