Briefing: its importance to achieve results

August 1, 2022

In general, briefing is a document that serves as a guide for the execution of a project, plan or strategy. The word has a sense of “instructions” and that is exactly what it is for: to bring clear, succinct and objective information to guide the work to be carried out. A complete briefing contains, in addition to the objectives to be achieved with the job, specific guidelines on how to achieve them.

At MAVERICK 360, briefing is the starting point for any work, from more complex planning and campaigns, to the creation of simple graphic material. It must contain various data such as: information about the company or client, area of activity, audience, basic information on personas, project objectives, aspirations, etc.

Of course, different jobs require different briefings. For journalist and MAVERICK 360 mentor, Fabíola Cottet, “a well-structured briefing guarantees, in part, the success of a project. But there are different questions and answers for each job that must be performed. When we talk about digital marketing strategies, for example, we need some specific information about the customer that, for a visual identity, is not necessary and vice versa”, she explains.

Check out five digital marketing strategies for your business by clicking here.

Below we list some points for a briefing to be executed successfully, check it out!


The service manager and journalist at MAVERICK 360, Guta Bolzan, highlights how a well-structured briefing reflects on the organization of a project. “We can segment the document in several ways and direct it to specific teams, giving assertive guidance. If we direct by team, for example, the planning, creation, content and media teams will already know exactly what their part is in the execution of the project and also in which stage of the process they must act, facilitating and organizing the work”, she states.

Objectivity and direction

Another very important feature of this initial organization and targeting is exactly that: targeting. When the processes, within an agency or any other company, are well defined, unbureaucratic and uncomplicated, reworks and unnecessary redoings are avoided and time and money are saved.

In addition, it has a super important role to achieve goals more objectively and without unnecessary mishaps along the way.

Briefing preparation

Now that we have already mentioned the advantages and uses of the briefing, the way is to show how it can be prepared. Of course, as Fabíola pointed out, these points can (and should) be modified according to the profile of each client.

01 - Basic information:

  • Customer history/background;
  • Company data;
  • Brand positioning;
  • Policies and beliefs;
  • Approximate income number;
  • Company's potential and objectives.


02 - Product or service:

  • Features;
  • Production and distribution;
  • Capacity;
  • Differentials and solutions;
  • Market vision;
  • Company cost and profit.


03 - Audience and market:

  • Age, gender, income, education, profession, consumption habits, regionality;
  • Market share and company dominance;
  • Seasonality and external influencing factors;
  • Direct and indirect competitors, including their market positioning and strategies.


04 - Objectives, budget and schedule:

  • Release  increased market share or increased sales;
  • Conversion or branding and positioning;
  • Available budget and costs;
  • Deadlines, stages and deliveries.

Would you like to have an organized project, a personalized briefing and the best experts in the market taking care of your company's marketing strategies? Contact us!

+55 41 99980 9009⠀

+55 41 99954 7416


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