The Mirren Project Kick-Off Brief


Document Overview

This tool is designed to help you kick-off all client projects in a way that is more efficient for the agency – and better focused on impacting the client’s business in a meaningful way. While the quality of client briefs may be in decline, an agency’s impact shouldn’t be. And the agency’s resources shouldn’t be wasted doing work the senior decision-maker never really wanted.

The goal of this simple tool is to provide a basic framework with which to kick off all client projects: 6 questions, 15 minutes. Used well before you craft an internal marketing communications brief, this should be completed within 24 – 48 hours of receiving every client assignment.

The information needs to be collected from the client, written down by the account person, and approved by the client. At that point, with a laser focus on the client’s business objectives and an efficient use of agency resources, the team can now begin working on the assignment.

This simple template will help save you hours upon hours of wasted work, while getting you on the path for delivering a more effective assignment.


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