Strategy Toolkit module 6: Building a campaign This article looks at the nuts and bolts of bringing a marketing strategy to life – how to write a creative brief, and how to brief it successfully. Creativity & effectiveness Briefing agencies, contracts Developing client-agency relationships Channel planning, media mix selection Integration strategy Theories & ideas of media planning Ad testing theories & ideas Biometric research Account planning, strategic planning Role of the planner, strategist Communications development research Creative briefing Creativity & research
