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Top tips on writing a killer agency brief!

Writer's picture: Andy WoodAndy Wood

A well-crafted brief aligns you and your team (whether in-house or external) on expectations and goals, ensuring your project covers all the essentials. 


Describe what you want.

Clearly state your objectives. Focus on what you aim to achieve rather than how to achieve it. 


Define your goals with precise metrics 

Identify the problem you're solving and the opportunity you’re seizing. 


Explain the WHY behind this project brief.


Identify your target audience

Provide detailed information about WHO will be impacted by this change. 

Who are your target customers? 

What are their key demographics and behaviours? 

What motivates them? 

Identify their pain points and how you aim to alleviate them. 

If you have customer personas, sharing them as part of the brief will be invaluable.


Be clear about deliverables


Clearly outline your expectations for the project's output. 


What will you receive in return? 

Set specific and measurable KPIs, and clearly define what success looks like. 

Ensure these align with your overall objectives.


Define how much you are willing to spend over how long

Transparency from the outset is crucial. 

Clearly outline the investment of time and money required and determine your expected ROI in advance. Be clear about the expected timescales. 

Is there a key date you MUST hit … make sure this is known. You will get a realistic response in return.


Clarify decision-making processes.

Outline who will form the team and what their responsibilities are. 

Clearly define the feedback and sign-off processes, and specify who has the final say. 


Outline any constraints and requirements

Specify guidelines and compliance requirements, as well as any technical constraints, from the start. Clearly state anything you want to include or avoid. 


Supply supporting material

Provide data, research, results, and insights. 

Share past examples of strong work as well as examples that didn't work (for you or a competitor).


Above all, embrace collaboration.

Remember, the brief is the project's starting point: stay open to feedback and valuable suggestions. Encourage a two-way dialogue between the project owner and wider teams. 


A well-structured brief sets you up for success and forms the foundation for a clear statement of work, ensuring a successful project delivery.


Tips to write a killer brief to get the best outcomes!

Want to learn more? Call Mhairi on 0774 7084606

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