Cannes Lions

Briefing Banner

TBWA\MOSCOW, Moscow / TBWA / 2018

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Overview

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Credits

Overview

Description

You don’t need a big brief and complicated process to start an agency-client relationship.

We changed the briefing process for the 21st century by invented a banner which could receive short briefs and immediately generate creative work. New relationships with clients could finally be made in rapid-fire.

Execution

The Briefing Banner, a small banner which could receive short briefs, was placed on the front page of Russia's largest marketing portal, Sostav.ru. Clients frequently go there to see market trends and campaigns from other companies. On average, this website receives about 300K monthly visitors, mostly employees in marketing positions for brands.

Clients didn’t need to make any commitment to engage with our agency. On a whim, they could send a small brief, and we answered with creative work within 24 hours on our facebook page.

For one week, the best briefs which came through the banner were sent to the creative teams and immediately processed. The creative approach was adjusted to be very agile and respond in rapid-fire to short descriptions of business problems with single creative executions.

Outcome

Within 5 days we received 19x more briefs than we usually do in the same period.

We attracted hundreds of admirers on our facebook page, who liked and shared the creative solutions – giving brands instant reactions to the work.

And we have started relationships with eight different brands, who decided to invite us as an advertising agency and discuss how we could work together.

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