Do you guys get objectives or briefs anymore? Somehow I seem to be getting told more recently I need to tell them what we should do next year....

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Yes! It’s the desire to have an agency perform as a consultant. I have a client with no marketing plan, no clear marketing goals or objectives either. Yet want us to help craft marketing calendars and recommend what initiatives they should prioritize the following year. It feels odd, yet presents a good opportunity to dive deeper into their business and do more than just be a creative executor.

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I had a client once who asked me to give him a private 1:1 presentation to explain what a brand plan is and then develop one for him because "I have no idea what I'm doing, I'm just flying by the seat of my pants.."

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"let's just rework last year's brief"
Have also gotten input briefs that are exactly the same as last year's creative brief 🤷

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@AD2 altho I find that somewhat disturbing I also think it’s refreshing they owned it and asked for help. @OP ouch that’s a lot of unknowns. I’m all for figuring out stuff and consulting but you need something to go off of, or need to make assumptions, or need to make a case for doing research. Good luck!

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At least you have an audience or an objective

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@managing director 1... any suggestions on that process?

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Start with their business. What are the CEO’s priorities? Where is growth going to come from? How can comms helps to drive that volume?

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And what do you do if they won’t give you any information on the brand and don’t hve audience data and don’t want to do research? You just do something and jump?

This is a great opportunity to show your agency’s strategic chops and help lead the client. When they don’t know what to do, they’re asking for your help in defining that — which a good annual planning methodology should get you to.

Have you done annual planning with your clients before? Not writing the scope of what they said they wanted to do. Putting them through a process that helps define what activities need to happen to best support the business?

You need to get their business objectives at least and internal priorities. From there we can advise them on where we think the opportunities are from a brand/comma/target stand point. Good annual planning to me looks like taking a wide look at the landscape: competition, category culture, consumer, bringing in some trends, and then merging with the commercial opportunities for the brand. I like to use this as a platform for organic growth frankly

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