Projektagenturen: Tipps für das Briefing

In der Märzausgabe Ihrer English@Work haben wir Ihnen gezeigt, wie Sie selbst mehrere Projekte gleichzeitig managen. Heute geht es um das Briefen einer Agentur, wenn das Unternehmen einmal auf externe Fachleute zugreifen möchte. Denn mit der Auswahl der Agentur allein ist es selten getan. Hier erfahren Sie, worauf es noch ankommt und wie Sie dies auch einer Englisch sprechenden Kollegin vermitteln können.

Agenturen gibt es für fast alles und jeden. Wer „outsourcen“ möchte, muss nur die richtige Agentur finden. Der „Klassiker“ ist immer noch die Werbeagentur, aber inzwischen gibt es auch Event- und Veranstaltungsagenturen.

Auswahl- und Entscheidungskriterien

The decision about which agency is best for your company’s needs will be made by the management according to the following criteria:

  • project needs, occasion and kind of agency,
  • size of agency,
  • age and experience of agency,
  • core competences,
  • references,
  • traceability of workflow,
  • flexibility,
  • accounting approach.

When the decision is made, the most important step is to brief the agency precisely to avoid misunderstandings and time wasting during the process. Many agencies work with a briefing checklist, which contains all the major aspects of a project and supplies them with all the important facts about your company.


The function of a briefing paper is to prevent the ambassador from saying something dreadfully indiscreet. I sometimes think its true object is to prevent the ambassador from saying anything at all.

Kingman Brewster, Jr., US educator and diplomat 

Die wichtigsten Briefing-Aspekte

To support you in your communication with an agency we list the top six briefing elements. You can use it to check the agency’s offer or to write a company briefing letter for the agency.

1. Name the project/task as clearly as possible.
2. State which product/service should be promoted and how it relates specifically to the customer compared to the competitors.
3. Name the kind and number of marketing steps your company has undertaken already and what success they had.
4. Define the target group for the project and its style and channels of communication.
5. List the price (including discounts, deferred payment etc.) and chain of distribution.
6. Ask for a clearly defined offer (aims, project plan, timetable, communication partner, budget)

If you use this list as a guideline for a briefing letter you will get a lot of useful material for your company’s internal planning, and moreover you have a kind of control instrument in your hands to watch over the project. 

Vocabulary Box
accounting approach            – Abrechnungsart
deferred payment                  – Ratenzahlung
competitor                               – Wettbewerber
project needs                         – Projektbedarf
special use                             – besonderer Nutzen
time wasting                           – Zeitverschwendung
traceability                               – Nachvollziehbarkeit
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