Brief blueprint: How to write an agency brief

Getting the brief right is key to developing and delivering an effective campaign. A strong brand brief is a guide for both the brand and the agency to work collaboratively towards the same goal.

The most effective briefs are concise, compelling, and full of valuable insights that help to springboard effective creative strategies. They can provide clear direction upfront saving time and reducing the risk of miscommunication.

According to research by the Better Briefs Project 80% of marketers believe they are good at writing briefs but only 10% of creative agencies agree.¹ We work closely with our clients and prospective clients to help deliver briefs that will ensure the best possible opportunity for the brand. Here, we’re sharing our top questions you should ask yourself when putting together a brief:

Do you know what you need?

A lot of the time this can be the most difficult question. Not knowing exactly what you need is a common challenge, but it doesn’t have to be a roadblock. Carry out an evaluation of your current marketing goals and challenges to identify gaps and areas to focus on to start building out a framework for the brief. Your agency partners can help with this process too, making a recommendation on areas that need tackling or improving.

Do you have clear objectives?

Understand your business objectives and the role the brief needs to play in getting you there. From increasing market share to boosting brand recognition, the brief needs to feed into your marketing and business objectives. We work closely with our clients to define and tailor campaign objectives. This essential process helps provide the necessary background for us to develop creative solutions and EARN IT. thinking tailored to your brand’s unique challenges.

Do you know who you want to reach?

Having a deep understanding of the target audience is crucial as it helps to focus the creative PR response in a way that aligns with the ideal customer. If you need more support identifying the target audience, as an agency we can be part of this process. We have a wealth of experience managing consumer and customer research, across quantitative and qualitive methods including questionnaires and focus groups to enable an in-depth understanding of who you are trying to reach.

Do you know what the budget is?

A lot of brands can be hesitant to share a budget with fears of it constraining the thinking, however, the budget dictates what is possible so understanding this upfront is critical.

Being provided with a clear budget, even if indicative, helps us respond with a realistic brief that meets the business needs and is achievable. Remember, your budget isn’t just a number; it’s a strategic tool to guide decision-making and growth.

What does success look like?

Success isn’t just about reaching a target; it’s about defining what that target is. Are you aiming for increased brand awareness, lead generation, higher sales, or something else? Establishing clear KPIs and goals allows us to measure progress and evaluate the effectiveness of the campaign. We can define what success looks like together and provide measurable goals and metrics to evaluate the effectiveness of a campaign.

Now – are you ready to EARN IT.?

Lock in a meeting with our team where we can collaborate on a brief that will earn the attention of your target audience. Get in touch.

[1] Better Briefs Project, Topline Global Report, 2021

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