Once you have chosen your agency partners, it’s worth onboarding them by providing background information about your company, the market and your brand’s situation, before embarking on your first campaign brief. They need information about these four areas.

The Commercial context is about your business’s goals and priorities and what role the brand in question needs to play in these.

Brand Information is everything your business knows about the brand as well as what consumers know and feel about it.

Competitive information helps your agencies understand the market, how your brand stack up and the challenges it faces in order to grow.

Finally, consumer information is about who currently buys the category, when and why and how changes in attitudes, needs and behaviours are likely to affect the brand’s fortunes in the future.