What is Contrabriefing?
A Contrabriefing is the possible response of a marketing agency 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 counter-briefing in which other concepts to be used are explained and expressing the reasons why not agrees.
This 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, as there is not always agreement between the two parties when the first contact is made.
Marketing agencies are usually accustomed to the approach of contrabriefings, in fact, it is advisable to have them to get different perspectives with which to reach a common point with which to get better results.
The key to this document is to present different ideas or corrections, but always with justifications for each decision made. If no reasons are given, the contrabriefing lacks solidity and can be rejected.
What is Contrabriefing for?
A Contrabriefing is used to correct possible errors in a project or marketing campaign, advertising or even a design work. Client companies may propose a brief in which factors that are important are not considered, leading to errors that could be fatal; so having that answer option is a pretty good thing.
It helps to outline strategies better and achieve much better results than following the initial guidelines, as 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 he considers it necessary to approach another kind of audience.
Examples of Contrabriefing
There are many examples of contrabriefing. We can pose an imaginary situation so that it is clear how they are. Let's say a customer comes to Daimatics with an idea for a social media campaign. Pose a briefing with the content you want and the type of mobilization you are pursuing.
If we do not consider it to be completely appropriate for the intended scope, our agency may raise a counter-briefing explaining the changes, the failures in the initial briefing and the consequences of applying these proposed modifications. . It is usually done in order to improve results and, if possible, minimize costs.
