Counterbriefing concept
What is Counterbriefing?
A Counterbriefing is a marketing agency's possible response to a client's proposal. When he sends a briefing explaining the ideas with which he wants to act in a marketing campaign, the agency can respond if he disagrees, proposing a counterbriefing in which other concepts to be taken advantage of are explained and the reasons why not he agrees
It is a document that seeks to propose the best possible strategy or the best route to follow in order to develop a campaign or an initiative that is really successful. In marketing projects, it is much more common than you might think, given that there is not always an agreement between both parties when the first contact is made.
Marketing agencies are usually used to the approach of counter-briefings, in fact, it is advisable to count on them to get different perspectives with which to reach a common point with which better results can be obtained.
The key to this document is that it must present different ideas or corrections, but always with justifications for each decision made. If no reasons are given, the counterbriefing lacks merit and may be rejected.
What is Contrabriefing for?
A Contrabriefing is used to correct possible errors in a project or marketing campaign, advertising or even design work. Client companies can propose a briefing in which factors that are important are not considered, leading to mistakes that could be fatal; so having this answer option is a pretty good thing.
It helps to outline the strategies better and achieve much better results than following the initial guidelines, given that this type of document is usually drawn up when the company considers that there are better solutions to achieve the goal pursued by the client, or even if considers that it is necessary to approach another kind of audience.
Examples of Counterbriefing
There are many examples of Counterbriefing. We can pose an imaginary situation so that it is clear what they are like. Let's imagine a client comes to Daimatics with an idea for a social media campaign. Plan a briefing with the content you want and the type of mobilization you are pursuing.
If it is not considered completely adequate for the scope being estimated, our agency could propose a counterbriefing in which the changes, the failures in the initial briefing and the consequences of applying these proposed modifications would be explained . Generally, it is always done with the aim of improving results and, if possible, minimizing costs.
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