101: How to produce and write an effective media brief

2026 brings an updated 101 Knowledge Session programme available for all ISBA members. The sessions - curated in partnership with Pete Davis, MD of Getmemedia.com - deliver valuable insights and learnings from industry experts and address the whole media landscape and communications process.

This ISBA 101 session focuses on how to produce and write an effective media brief that sets agencies up for success. We’ll explore why clear, written briefs matter, the essential components of a strong brief, and the common pitfalls that lead to inefficiency, misalignment, and wasted budget.

The session will show how advertisers can play a more active role in the media planning process, work collaboratively with agencies, and create briefs that drive clearer strategies, stronger campaigns, and more measurable outcomes.

What you will learn:

• Understand why a written brief matters.
• Learn what good looks like in a media brief.
• Avoid common briefing pitfalls.
• How to set clear objectives and KPIs.
• How to work more effectively with agencies, not around them.