Sometimes our blog is best given over to some simple best practice and recommendations. Using the Creative Services Exchange brings massive benefits to marketers – hundreds have briefed us already; but we are also aware changing the way of doing things sometimes needs a little guidance. In the pursuit of making it even more straightforward to brief the Exchange, here’s our ABC of the three most critical aspects when you first brief.

Authenticity. Briefing the Creative Services Exchange is  for real.  The expectation of the 11,500 creatives on the Exchange is that when a brief is published, the effort they put into their pitch will  be rewarded by a genuine briefer. It’s not like taking a test drive in a Ferrari where you want the experience but don’t have any intention to buy. So if you’re briefing the Exchange while simultaneously briefing existing agencies, it’s not really an authentic experience. Not only  have you decided not to buy the Ferrari but you’ve already bought the Ford Focus.  One of the advantages of using the Exchange is great choice and creativity. Increasingly businesses use the Exchange as their dedicated pitch engine: so if you have incumbent or roster agencies get them to join the Exchange and pitch!

Budget: Set the budget that you actually want to spend. This may differ from the amount you originally had allocated, or the amount that someone had previously quoted. This is like value-based pricing: if you think something is worth x amount, then that is the budget you set. If you only have $n available then state that – don’t hope that someone will come in at n, if you put the budget as n+1. The Exchange is simple: creatives pitch to the budget. Some may pitch a little under, but all will be using your figure as their cost basis.  The budget is set to complete the brief, not to act as a price battering ram for an incumbent provider. The Exchange is not a price comparison website, so don’t use it to do this. Also remember that the budget will include the amount available to the Creative (80%) and the amount payable to the Exchange (20%) for brokering the transaction

Clarity: When briefing the Exchange, explain exactly why this approach is appealing to you. It may be that you brief because you want to get out of a fix: if so state whether it’s a financial fix, a time one, or a choice issue. When a leading global healthcare company briefed a videography requirement, it was because they couldn’t get the job done from their usual routes. The Exchange delivered different options to them: one gave them better creative choice and quality; one gave them a more rapid turnaround; one gave them a more competitive budget. And one combined all those elements. Consider what is most important to you and explain this at the time of briefing. With 11,500 creatives on the Exchange there is no issue about having someone come up with a creative treatment for your concept -so you have to specify your decision criteria within that.

Briefing the Exchange – easy as ABC. So why not submit your brief now?