Bruno Gralpois, Co-Founder and Principal of Agency Mania Solutions, has been instrumental in establishing Agency Management as a central global discipline for many of the top 200 advertisers, utilizing strategies for ensuring efficient collaboration and driving high-impact results for advertisers and their agency partners. This dedication to improving advertiser-agency relationships has led Bruno to writing the international bestseller Agency Mania: Harnessing the Madness of Client/Agency Relationships for High-Impact Results.
Scoping and Briefing
Dear Advertising Love Doctor,
I love my agency team. The ideas are there, communication is frequent, and the work gets done…eventually. However, I feel like we could be working more efficiently toward our outcomes while spending less. Am I overlooking a planning step that could eliminate some of our process disruption, save budget and set better expectations from the get-go?
Dear Efficient-less –
Sounds like you need a prescription for optimized scoping and briefing. There are many avenues that drive cost reductions, but nothing comes close to what a better scope of work and briefing can do to improve the bottom line. We often overlook these activities.
Research shows that agencies often experience confusion, tension and frustrations with their clients when they operate with sub-optimal guidance and poor workflow processes. And unfortunately, if the client team has a reputation for scoping work inaccurately, going back and forth for extended periods of time and changing direction frequently, most agencies will build these inefficiencies into their pricing.
It doesn’t have to be that way! Improvements in more streamlined workflows, the use of automation tools, the gathering of more insightful, actionable scope and brief data, combined with robust analytics, all contribute to better company-wide practices. When advertisers focus their attention on revamping their scope of work and briefing practices, they will start to see improvements – including productivity gains, efficiencies and an improved bottom line.
Try evaluating how your team scopes and briefs the agency – doctor’s orders!
Advertising Love Doctor