ABSTRACT
To make the big idea come to life, you need to properly brief the agency. That is one of the most important aspects of account planning. You are the focal point for briefing the entire agency team on what direction the campaign must take. Account planners take a great amount of pride in the way they brief the team. Developing a brief is the one tangible product that they produce. And it is a very visible product to the agency employees and the client. It becomes their roadmap to success.
