There is no more pleasure than to decide what one wants without impunity that responsibility that should have every manager.

 

Not understand that the advertising agency and to advise them to give you the best product they have that and creativity. Understand that only are there to make money, who do not understand anything of what you ask them and giving only what they want. So you become creative campaigns, with the advantage that the responsibility of failure and the Agency.

 

Revenue in a chasm of change or decision-making endless and will never have a campaign that will correspond to the briefing. Yes, this word should be the focus of any action of Marketing.

 

Briefing means explain clearly what are the objectives of the campaign, because you do, what we want to achieve tangible or not, make available all the statistical material or research in order to do a thorough work-up of the creative. Explain and explain what you want.

 

Too spent the briefing and only a chat chiacchierona generic on anything in practice, only that you want to launch a product for a specific target, but spent it means for all. And until they would already be a step forward, but then adds that this briefing is not shared who will take the final decision, the casino and served, because at that point the agency will never submit a result that reflects the acceptance of who decides.

 

For example: When a Director of Central Publicity from a briefing more or less agreed with the Marketing Director Central and if its hierarchical, the agency responds with various proposals to the Director Advertising, why should submit to Marketing Director Central, which is to make them share with the leaders of markets or the Director of Marketing / of the most important markets, which must be approved by the Director of Division that has to see the administrator delegate, who must submit to a councillor, CEO of a leader and finally to this . What the result, and if the campaign a success and pure luck. Imagine how many decision are taken without knowing the source, without knowing the briefing.

 

This link briefing / campaign should be inseparable. There are beautiful or ugly campaigns. There are campaigns that correspond to a briefing and others that are the result of unilateral decisions.

 

If creativity as we are all in football coaches the national team in the selection of means that this publicity will be launched are aberrations largest, where the small power becomes more evident, where the plans submitted by technicians after a briefing become adjustments to the pleasure staff.

 

Even the briefing them and indissociable the result that a central media must submit. Have a good briefing once a year to plan all actions and after aggiustatelo hand man, but createvi at least a trace of a fair investment, when that means and adapt it to go after. Instead, not planned anything, go every month to plan, not brifate the agency, choose only the media so, without a study affinity, and so ottenette a despilfarro value for the shareholder.

 

And finally choose depending on the little power you have, those magazines because then every so often I go to lunch or invite me to evenings, radio because those are the ones listening, or one hour because I am in the car, because those newspapers are those who read I and I want to see the same form I will have my friends, but consumers will see me, logically so, because they have to do the same things to me.

 

In these two arguments are played million euros of value for the shareholder: about 4% of turnover? Going to watch them to understand how it spends, as you do, how brifa, as you decide, and understand how strong and firm.

 

Let you do spot millionaires than ever to be aired because they finally are not liked, thrown millions on media that do not correspond to the targets of the product, made sponsorship without a strategic line, left to each country to spend as he wishes, and then spots He will.

 

Found administrator of the delegates to not having given them a budget to make what he wants, the end results are the fruit of many combination and easy to say that advertising expenditure or in the media has no influence. There is always the distribution network that are settlers who do not understand anything.

 

Found of CEOs who think that the agencies are just machines to make money on spalli customers and which are essecutare for them and not to propose. So the coctel to send a puttane a result are made. Found small buttino Hitler that the work done previously, that