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 to your agency can provide an accurate cost.

But don’t be anxious; it isn’t as scary as it sounds. A brief is an outline of the project which outlines the background, objectives, specific requirements and milestones. This five-step guide will give you some pointers to think about…

1. Who are you?

What would you like this creative work to achieve? Do you want to enhance your brand reputation? Are you looking to raise awareness or generate more sales? Whatever your goal is, your agency will want to know about them to ensure the project is fit for purpose.

2. What is your goal?

What would you like this creative work to achieve? Do you want to enhance your brand reputation? Are you looking to raise awareness or generate more sales? Whatever your goal is, your agency will want to know about them to ensure the project is fit for purpose.

3. Who are you trying to reach?

It is difficult to having a meaningful 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. It is more impactful if you create a clear connection between the brand and the customer.

4. What is your goal?

What would you like this creative work to achieve? Do you want to enhance your brand reputation? Are you looking to raise awareness or generate more sales? Whatever your goal is, your agency will want to know about them to ensure the project is fit for purpose.

5. What is your schedule?

Think ahead. Realistic milestones, budgets and targets are important to ensure everything goes to plan. Letting your creative agency know your requirements in advance makes them more achievable. Don’t forget to think SMART when setting targets.
 
Specific
Measurable
Attainable
Realistic / Relevant
Time-bound
 
A few things to think about are:
 
  • When do you need to launch your campaign or website?
  • Who will be reviewing the project?
  • Do you need to organise print, delivery and distribution ahead of launch?
  • Allow time for feedback, amends and proofing.

We hope you find this guide useful. If you have any questions please leave a comment below.

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