IAB has asked Robert Sosnowski to comment on this on behalf of our agency. This is what he said:

I am convinced that the development of the briefing standard is a step which will make both clients’ and agencies’ lives easier. It will also make the process of comparing agencies specializing in the social media marketing easier. In my opinion, users will, ultimately, also benefit from it because the actions will be more interesting and engaging 

– said Robert Sosnowski (Biuro Podróży Reklamy), expert of the IAB’s working group “Social Media and WoMM”.

Download the briefing model here.