Expert’s Advice: How To Write An Agency Brief (2024)

We’ll get straight to the point.

This guide teaches you how to write the perfect agency brief.

Let’s go.

How to write an agency brief

To write the perfect agency brief, clearly outline your project’s objectives, expectations, target audience, and any other critical details to guide the agency.

Let’s detail this.

1. Project objective

Start with the “why”: What is the main purpose of working with an agency? Are you launching a new product, rebranding your company, or increasing website traffic?

Clearly stating your overall objective sets the foundation for the agency’s approach.

Set SMART goals: Make your objectives, specific, measurable, achievable, relevant, and time-bound.

Instead of saying “increase brand awareness,” aim for “grow social media followers by 20% within 3 months.”

2. Target audience

Describe your target audience: Include demographics (age, gender, location) and psychographics (values, interests, pain points). The more detailed you are, the better the agency can tailor their message.
Understand your competitors: Research your top competitors and analyze their strengths and weaknesses. This helps the agency identify opportunities to differentiate your brand.

3. Share your brand story

Define your brand identity: Explain your brand voice, personality, and core values. Share mission statements, brand guidelines, and any existing marketing materials that showcase your brand’s essence.
Highlight your successes and challenges: Briefly discuss past marketing campaigns that have worked well and areas where you’d like improvement.

4. Project scope

Specify deliverables: Clearly list the expected outcomes of the project, such as a new website design, social media campaign, or video advertisement.
Set deadlines and milestones: Divide the project into manageable phases with clear deadlines for each stage.
Define limitations: Be upfront about any budget constraints, timelines, or creative restrictions.

5. Provide all the resources

Share research and data: Provide any relevant market research, customer insights, or competitor analyses that might inform the agency’s strategy.
Offer access to brand assets: Give the agency access to brand logos, fonts, color palettes, and other visual assets they might need.
Identify key contacts: List internal stakeholders within your company who the agency can contact for questions or approvals.

6. Clear communication

Define your preferred communication channels: Do you prefer email, video calls, or project management tools?
Establish a feedback loop: Outline how you’d like to receive updates, drafts, and revisions throughout the project.
Specify decision-making process: Clarify who has the final say on creative decisions and how approvals will be handled.

7. Additional Tips

Proofread and finalize: Ensure your brief is clear, concise, and free of errors before sending it to agencies.
Ask for questions: Encourage potential agencies to ask clarifying questions to ensure they fully understand your needs.
Select the right partner: Choose an agency whose experience, portfolio, and approach align best with your project goals and brand identity.

Choose the right agency

Before you begin briefing an agency, you obviously want to know that you’re working with the best.

And we’re here to help. On the AgencyReviews.io website, you’re reading nothing but the most genuine feedback on agencies.

Find your desired agency and see how well it performs!

Conclusion

Hiring an agency to help you achieve your marketing, branding, or creative goals can be incredibly beneficial.

This guide just equipped you with the knowledge and steps to create a clear and informative brief that sets your project up for success.

Thank you for reading this,
Team AgencyReviews