March 12, 2025
The media landscape is constantly changing so it’s no surprise that it’s sometimes difficult to keep up with best practice. This is certainly true of the briefing process.
Every year, we meet with our Agency Advisory Board, a group of high-level agency executives with expert knowledge of the marketing and media industry. The objective is to encourage and support professional excellence and share best practice.
It became clear through these meetings that briefing a news publisher on a content partnership has become something of a lost art. And yet, creating partnerships with trusted media brands remains one of the most effective options to build awareness, relevance and engagement with premium audiences.
A poorly written brief leads to misaligned expectations, wasted resources and missed opportunities. Conversely, a well-crafted brief lays the groundwork for successful content partnerships, aligning all stakeholders and driving impactful results.
That’s why the World Media Group has created ‘How to Brief a Winning Content Partnership’, a comprehensive guide with actionable tips and checklists for agencies to follow when working with media companies on content campaigns. It includes valuable insights from experts across the industry to encourage effective collaboration.
Thank you to all our contributors who took the time to be interviewed for this project. We hope it will become a useful resource, simplifying what can be a complicated process for those who are less familiar with how content partnerships work. You can download the full guide here.