Counterbriefing concept
What is Counterbriefing?
A Counterbriefing is a marketing agency's possible response to a client's proposal. When the client sends a briefing explaining the ideas they want to use in a marketing campaign, the agency can respond if they disagree, proposing a counterbriefing in which other concepts to take advantage of are explained and expressing the reasons why they disagree.
It is a document that aims to propose the best possible strategy or the best route to follow in order to develop a campaign or initiative that is truly successful. In marketing projects, it is much more common than you might think, given that there is not always agreement between both parties when the first contact is made.
Marketing agencies are usually accustomed to the counter-briefing approach, in fact, it is advisable to count on them to obtain different perspectives with which to reach a common point with which to obtain better results.
The key to this document is that it should present different ideas or corrections, but always with justifications for each decision made. If reasons are not given, the counter-briefing lacks solidity and may be rejected.
What is Counterbriefing for?
A Counterbriefing is used to correct possible errors in a marketing project or campaign, advertising or even a design work. Client companies can propose a briefing in which important factors are not considered, leading to errors that could be fatal; therefore, having this response option is a pretty good thing.
It helps to outline strategies better and achieve much better results than following the initial guidelines, since this type of document is usually prepared when the company considers that there are better solutions to achieve the goal pursued by the client, or even if it considers that it is necessary to approach another type of audience.
Examples of Counterbriefing
There are many examples of Counterbriefing. We can imagine an imaginary situation to make it clear what they are like. Let's imagine that a client comes to Daimatics with an idea for a social media campaign. He proposes a briefing with the content he wants and the type of mobilization he is pursuing.
If it is not considered completely adequate for the estimated scope, our agency could propose a counter-briefing in which the changes, the failures in the initial briefing and the consequences of applying these proposed modifications would be explained. Generally, this is always done with the aim of improving results and, if possible, minimizing costs.
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