The Brief Competition is a new, annual, international and unique competition for marketers.

The goal of competition is to find The Best Brief of The World and to highlight the importance of briefing as a key driver for successful marketing campaigns. A brief is the basis upon which the creative agency produces their work. It is the most important piece of information issued by a marketer to an agency. It can be considered the platform for the communications campaign. A brief is the key milestone of the strategic process.

There is no other competition highlighting the meaning and function of the brief in the relationship between the marketer and the creative agency. The Brief is launched and organized by the MTL Finnish Association of Marketing Communication Agencies as a part of its drive to promote the profitability of marketing communications investments amongst marketers.

The competition is organised in two categories: accounts and campaigns.

The winner of The Brief will be selected by an international and authoritative Jury headed by Mr. Jari-Pekka Rautamaa, CEO of Publicis Helsinki and Chairman of MTL. The first round of the competition consists of online judging text-format entries, and the Jury will convene to Turku Archipelago in South-Western Finland 12-13 June to pick up the winner.

MTL Finnish Association of Marketing Communication Agencies is a trade organization of the marketing communications expert services industry. It is the only organisation of its kind in Finland representing approximately 100 enterprises -- mostly creative agencies, media agencies and PR agencies, but also an increasing number of new types of services. MTL was founded in 1942, has its seat in Helsinki and is a member of international bodies such as EACA and ICCO. MTL is also the official representative of Clio and Effie competitions in Finland.

The Brief Competition partners include Taloussanomat Financial Daily, Finnish Foreign Ministry and the City of Turku. The competition website is www.briefcompetition.com.