The Interactive Advertising Project Brief

“No point picking up speed if you’re heading down the wrong road”. This statement says a lot about planning your marketing and interactive advertising project brief, plans and budgets.

Let’s face it; in order to achieve our goals, we must have the desired result. There are lots of tools available to assist you in developing your program. At Ravent5 we are members of the Interactive Advertising Bureau of Canada (iab Canada). Being a member is very helpful to us in keeping us informed and involved with the interactive community. One of the basic tools that we use and encourage our clients to utilize is the “Interactive Advertising Project Brief”.

The Interactive Advertising Project Brief assists both client and digital agency in ensuring we have covered off the basic information.  Things are discussed and provided such as:

• Project Context
• Project Objectives
• Target Audience
• Strategy
• Language
• Creative considerations
• Evaluation of success
• Technology considerations
• Budget
• Timelines
• Additional considerations
• Approvals

As your digital agency we recommend that our clients consider each of these items on a regular basis. Use this tool prior to implementing your next campaign.  A good plan and brief is like a good map. Knowing where you are headed is the first step in getting there.

Michael Bickerton, Raven5 Ltd, September 2010

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