For us to deliver a successful outcome, we have to understand our client's needs as fully as possible. We will challenge, probe and question until we - and they - fully understand the tasks that are to be addressed.

We will want to know about; work culture; ambition; perception; the competition; and, of course, who the audiences will be.

We may need to conduct a series of workshops or an audit of current communication activity in order to get this information. At every stage of this process our clients views and those of their partners are essential in satisfying our knowledge requirements and shaping the brief that will develop from these discussions.

SKILLS

Workshops > Audits and benchmarking > Proposition, positioning and personality > Messaging and tone of voice > Brief creation > Marketing strategy and planning