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Factsheet: How to Write an Agency Brief (as part of a successful relationship)

Why is a good brief important?

If you are briefing an agency on a project, the quality of their response will largely be based on the detail and information you give them. The result of a better brief  is that the right work is delivered faster. 

A good brief creates a framework for a partnership, although it is only one component of engaging an external agency and in-depth discussions around any proposal or challenge are also very important. 

For an agency to understand where you’re aiming and what your business challenges are, you have to share the bigger picture. If some aspects  o f the project or business are sensitive then ask the agency to sign a Non-Disclosure Agreement in advance. Be transparent about any insights you have already on the topic by sharing  research or broader information about your business as well as the technical details of the task. 

In addition, a good brief saves you time and effort further down the line, with an agency that  understands the challenge, the environment and context for the project, and can therefore give you a more accurate proposal, quote or response – all leading to a smoother, successful delivery. 


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