Guide to briefing a company at pitch stage to secure your best result.

Your most pressing questions answered.

Over the past five years, we’ve worked with some great clients. We’ve listened to your challenges and, together, we’ve identified the opportunities for your audience, and business. For many clients, animation/film has been a whole new direction; and we want to help with that. So we created a White Paper, which is available to download way at the end of this page.

But first things first: How do you get your best result?

 

What do you need the video campaign to do?

This is the first question an agency should be asking you.

 

How to best brief a company at pitch stage?


The most crucial part of hiring an agency is how you can work together to use each other’s expertise to inform great creative. Beware of expecting or asking for creative upfront. The agency should want to guide you through a full creative brief, expanding on your thoughts and getting a good grip of the purpose, audience and brand personality before any creative is produced. You’ll find below the types of questions the agency will want to know for them to hone in on your brief.

1 Audience Who is the animation/film talking to? How do they think? What are their influences?

/ 2 Purpose What does the animation/film need to deliver? e.g. convert website visitors, drive website traffic etc

/ 3 Placement Where will the animation/film be seen? e.g. website, social media, emailer, events etc

/ 4 Competition Who are your competitors? What’s your USP? How do prospective clients view your brand?

/ 5 Success Criteria Once all is said and done, how will you know if the animation/film has been successful?

/ 6 Key Benefits What benefits resonate most with your target audience? What gets them excited?

/ 7 Tone of Voice What’s the language of the brand? If your brand was a person, what would their personality be?

What is the process, what’s the journey?

Virtual reality aside, video is the richest form of communication. What this means for you is ensuring every aspect of the video resonates with your audience and aligns with your product/service/brand. This includes everything from the script and visuals to voiceover and music. The agency needs to demonstrate a structured approach which keeps the creative focused in the right areas and allows for feedback to be properly incorporated. They should provide you with a schedule with key dates, so you can build in time for your team to contribute. You’re typically looking at 6-8 weeks from brief to completed video.

 

How much control do you have?

Full control. Whilst it’s important to give the agency a degree of creative control, you need to keep a firm grip on the project. This includes what is expected and when, key sign-off dates and how the agency are going to develop the creative. You’ll have access to key members of the creative team, and their expertise. A structured approach ensures the video is on-message, on-brand, and on-time.

–Curveball Nicola

Nicola has worked in digital marketing in-house for big-name publishing companies for 20 years (Amazon, Bloomsbury, BCA). She came to work for Curveball Media, after becoming a convert to video. She advises clients on strategy and approach.

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