Briefing it is a information set, a collection of data for the development of a work. English word that means abstract in Portuguese. It is a document containing a description of the situation of a brand or company, its problems, opportunities, objectives and resources to achieve them.
The briefing is a process used in the administrative area by communication, public relations and advertising professionals. The briefing is the basis of a planning process.
In an advertising agency, the briefing is one of the fundamental steps of an advertising process. It is an ongoing and cumulative process through all stages of advertising planning. It means the transfer of information from one person to another, especially from the advertiser to the service executive and from this to the other professionals involved in the process. A good briefing should be as short as possible but as long as necessary.
There are several briefing models, but there is no ready-made model, each agency or company has its own that best suits your needs. There are some items that are essential to compose a good briefing, such as the company's history, the marketing problem that is happening, objectives, action plan, the target audience the organization wants to reach, geographic areas of interest and limitations, such as deadlines and costs.
For the briefing to be more complete, yet other items such as an analysis of the macro environment have been added, economic synthesis, culture of consumption of a given product, benchmarking, SWOT matrix analysis and a diagnosis complete.