How do you write an effective agency brief?

A good brief does not prescribe the solution; it makes the problem clear. Business goals, audiences, current obstacles and success criteria should be understood from the first page.

Clearly identify past work, brand boundaries, required deliverables and decision-makers. Include references for inspiration, but explain what makes them valuable.

Finally, clarify the timeline, budget range and approval process. This lets the creative team focus its energy on the problem instead of guessing.