How to Write a Creative Brief for an Agency

23 May 2016

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Writing a creative brief for an agency may seem daunting, especially if it’s a large scale project. A well-written brief can make a huge difference to the final outcome of a project, it is also essential in order for an agency to provide an accurate cost. But don’t be put off; it isn’t as scary as it sounds. The brief is simply a written explanation of the creative project which is given to the agency, outlining the background, objectives, specific requirements and milestones.

1. Who are you?

To write a successful creative brief, you first and foremost need to know your own objectives and values. Understanding your background is critical to understanding what visual messages can help you connect with your audience. Agencies with a strong strategic element (like BML) have highly experienced teams who should know the right questions to ask in order to extract this information.

2. What is your goal?

What would you like this creative work to achieve? It could be to enhance your reputation, generate sales, raise awareness, encourage more enquiries or increase subscribers; whatever your main objectives are, your agency will want to know about them.

3. Who are you trying to reach?

It’s pretty difficult having a conversation if you don’t know who you’re talking to. Knowing your target audience is crucial for any piece of creative work to be effective.

4. What do you like?

If you have an idea of what you want, don’t be afraid to say! If you like a certain style or colour scheme let your agency know; the more information you tell them, the better so they don’t waste time on ideas that you were never going to like. If you are open to new ideas, then make sure you say that too – often the best work comes from a blank canvas.

5. What is your schedule?

Think ahead. Realistic milestones, budgets and targets are vitally important to ensure everything goes to plan and that the agency is able to meet your requirements. A few things to think about are:

  • When do you need your new creative piece to be released?
  • Who will need to review it?
  • Does it require printing and delivering?
  • Remember additional time for amends and proof checking.

We hope you find this brief guide useful. If you’d like to discuss a creative project, or would like some advice on writing a creative brief, then make sure you get in touch

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