TK is always a sore subject, no matter what area we talk about. Based on my personal experience, I can note that 90% of clients from small and medium-sized businesses do not even have an idea about how to correctly fill out an agency brief or draw up a competent ToR. Clients from large businesses usually approach this issue more formally, but not always – more deliberately.
Let’s try to figure out which key points should be highlighted in the terms of reference, so that the output will be such a unit of content that will serve the general goals of marketing, and not only please the customer’s eye and the performer’s pride. Continue reading
When I was at university, my girlfriends pulled a queen of course notebook. Her name was Nastya. She was not only famous in the group, but also worked part time in advertising and was familiar with famous personalities and simply promising young people. In her notebook Nastya wrote down all the phone numbers of many acquaintances.
The girlfriends decided that they had found the treasure. Before a whole group of princes, they were separated by one step – a phone call. They even squealed with anticipation of communication.
And so, they chose a day, everyone gathered in the room, drawn lots, who would call someone and started to study. The purpose was to get to know Continue reading
This topic was discussed everywhere: on the Internet, in bars, at meetings. They wrote articles on it and spread rumors. The heated debate did not subside. Most beginners listened to the advice of seasoned ones. It was believed that there was a standard to be followed.
Everyone wanted to know how best: in numbers, in detail. No one wanted to be wrong. There were also curious researchers who sacrificed their time and performed experiments, the data of which were then tabulated and shared secretly with friends if they thought they had significant results. Or they shared their findings to a wide audience if they wanted fame. Continue reading