The brief
   • company and department details
   • nature of business
   • description of existing business environment
   • company's present business situation 
   • corporate and marketing objectives (where the firm wants to be)
   • business strategy (how the firm intends getting from where they are to where 
     they want to be)
   • previous marketing communications activity
   • marketing communications objectives 
   • specific problem to be solved
   • desired consumer responses
   • description of target markets, their characteristics, behaviour and lifestyle, 
     etc.
   • description of the product – features, advantages, customer benefits
   • key dates
   • restrictions or limitations, for example, corporate guidelines
   • budget
   • who makes the final decisions 
   • who the agency should report to/contact names, telephone, fax, e-mail
   • role of market research before, during and after campaign
   • how campaign effectiveness will be measured
   • any other relevant information 
                           
       Marketing communications 
                    agencies
     •advertising agency
     •public relations agency 
     •sponsorship agency
     •sales promotion agency
     •direct marketing agency 
                           
             Leading Irish ad agencies
       Agency                         Type                Billings            Affiliation
        Irish International           Full service        €74 million         BBDO Worldwide
       McConnell’s Advertising        Full service        €73 million         Irish-owned; alliance with 
       Ltd                                                                    Lowe Lintas
       DDFH&B                         Full service        N/A                 JWT
       McCann Erikson                 Full service        €38 million         McCann Erickson
       Owens DDB                      Advertising and     €33 million         DDB Worldwide
                                      marketing
       QMP D'Arcy                     Full service        €30.5 million       D'Arcy World Wide
       Ogilvy & Mather                Brand               N/A                 Ogilvy & Mather
                                      communication
                                      s
       Des O'Meara & Partners         Full service        €20 million         Irish-owned but linked to 
                                                                              Publicis
       Helme Partnership              Advertising, PR,    €20 million         PR@The Helme
                                      CRM
       AFA Advertising                Full service        €19 million         Irish-owned
    Source: MAPS Directory, 2002/2003 
                                                          
           Phases in a marketing 
        communications campaign
                Creation and design
                Creation and design
                     Production
                    Production
                  Implementation
                  Implementation
                              
            Typical services used in 
                         production
 • stylists                         • reprographics
 • make-up artists                  • film directors
 • model agencies                   • actors and voice over artists
 • photographers                    •
 • illustrators                        studio and editing suites
 • library shots                    • printers
 • freelance art directors and      • sign makers
    copywriters                     • list brokers
 • music composers                  •
 • musicians                           packaging companies
 • spell checkers/proof readers     • display equipment 
 • typesetters                         manufacturers
                                    • merchandisers