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Brief encounters

You can download from the web a whole series of templates to help your organisation run more smoothly. Everything from a balance sheet to a training request form is available. Clearly, this is a wholly admirable attempt to bring the benefits of professionalism to smaller enterprises in particular.

One of the document templates available is a 'campaign marketing brief'. The headings in the brief cover – include amongst other things – the campaign strategy, objectives, targets, tactics and resources.

Any encouragement for businesses to write a brief for their marketing ventures should be supported. And – as any agency will tell you – any brief is better than no brief at all, but it did seem to me that the template encouraged businesses to fall into the trap of so many briefs we look at, of telling you everything and informing you of nothing.