The Killer Agency Brief: The Beginning of Great Work

When you have a new campaign for your agency, the first step always involves writing a brief. It can be a daunting task for new marketers, as it is not easy to write a good brief. A good brief yields better results than a standard brief. You need to have a clear vision of what you want to achieve from your project and make sure your brief communicates exactly what you need.

1 The Killer Agency Brief: The Beginning of Great Work


Where’s our perfect briefs?

Writing an agency brief helps you to think of your project from a bird’s eye view, before you even begin the briefing process. You might even notice that there are flaws in your strategy, by giving your project some thought. Once you feel satisfied with the overview of your campaign, then it’s time to go into the details. Write clear briefs with all the details covered so the agency does not need to contact you multiple times for a variety of things. Attaching pieces of information from your data or research will also help the agency to see things from your perspective and understand the insights that drive your efforts. Also include information on the nitty-gritty such as the tone and manner, language or mandatories. The more input you provide, the better the chance of them getting it right the first time.

2 The Killer Agency Brief: The Beginning of Great Work


What do you mean it’s not there?

Here’s a checklist for you on what to include in your brief.

  • The background of your brand and the current situation
  • Your project’s objectives and KPIs
  • Your target audience: Describe them with key demographic information, and provide psychographic and behavioural insights.
  • The key message and brand proposition
  • The reasons to believe (supporting reasons for the message)
  • The primary call-to-action or takeaway message.
  • Brand personality
  • Brand guidelines on fonts, tone, colours, logos, and other elements that are mandatory.
  • The specifications for the final material: file types, sizes, formats, language etc.
  • The full list of deliverables you need. Will you need an online banner too? A video? Set the scope early for a more accurate timeline projection.
  • Clear information about deadlines. Try to provide more time, especially if the project is complex


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