How to write a strong project brief for agencies

Image of a block saying BRIEF to illustrate the concept of project brief

If you are new to Marketing, writing a project brief can feel intimidating.
A great brief is the foundation of any successful Marketing campaign—it ensures your agency knows exactly what you need and provides clear direction to deliver results.
Here’s a step-by-step guide to writing a strong project brief that will help you get the best work from your agency partners.

1. Start with the basics: the project overview
Your agency needs to understand the big picture. Start by answering these questions:

What is the purpose of this project?
o Are you launching a product, driving brand awareness or increasing sales?

Why now?
o Is there a seasonal opportunity, a competitive threat or an internal push?

What’s the desired outcome?
o Be specific—e.g., “Increase website traffic by 20% in three months” is more actionable than “build our online presence.”

Example
Project overview:
We’re launching a new eco-friendly beverage line to reach health-conscious millennials. The goal is to generate awareness and drive pre-orders through our website over the next three months.

2. Define your audience clearly
Agencies need a crystal-clear picture of who they’re targeting.
Go beyond generic demographics and describe your audience with depth and precision:

• Demographics: Age, gender, location, income, education.
• Psychographics: Interests, behaviours, values, lifestyle.
• Pain points: What problems do they face that your product or service solves?
• How do they engage? Where do they spend time online/offline? What influences them?

Example
Our target audience includes eco-conscious millennials (25–34) in urban areas who prioritise sustainability and wellness.
They value transparency and follow brands with a strong ethical stance. They are active on Instagram and TikTok, often engaging with influencers who promote a green lifestyle.

3. Clearly articulate your objectives
Specific, measurable goals help agencies focus their efforts. Use the SMART framework:

• Specific: What exactly are you trying to achieve?
• Measurable: Can you track success numerically?
• Achievable: Is the goal realistic given your budget and timeframe?
• Relevant: Does the goal align with your business priorities?
• Time-bound: By when should it be accomplished?

Example
Objective: Generate 10,000 pre-orders for our new beverage within three months through social media campaigns and influencer partnerships.

4. Set the scope and deliverables
Agencies need to know the exact outputs you expect from the project. Specify:

• Content: Videos, social media ads, blog posts, infographics.
• Channels: Paid ads, organic social, email marketing, website updates.
• Other needs: Strategy workshops, branding guidelines, etc.

Example
Deliverables:
• Three 30-second video ads for Instagram and TikTok.
• Five Instagram story templates.
• A detailed paid media strategy for the campaign.

5. Provide context and insights
Help the agency hit the ground running by sharing:

• Background: A quick summary of your brand proposition, values and current performance.
• Competitor analysis: What are your competitors doing and how do you want to differentiate your brand in market?
• Customer understanding: Any relevant insights, consumer research results or analytics.
• Previous campaign learnings: What’s worked (or not worked) in the past.

Example
Competitor Insight: Brand X recently launched a similar product, focusing on taste. We want to emphasise our sustainability angle to stand out.

6. Specify the budget
Be upfront about the project budget. This helps the agency propose realistic ideas and avoid wasted time.
If you’re unsure, provide a range or ask for suggestions based on what you want to achieve.

Example
Budget: £20,000 for creative production and £15,000 for paid media spend.

7. Set a timeline
Be clear about deadlines for key milestones, such as:

• Brief submission
• Initial concept presentations
• Feedback rounds
• Final campaign idea sign-off
• Production lead times
• Final campaign launch

8. Include your contact information
Provide details for the primary point of contact – typically the project leader.
Ensure time availability for clarifications on the brief and any other questions your agency partners may have on the project.

9. End with a creative springboard
Spark the agency’s imagination by sharing your vision or tone:

• Include examples of campaigns you admire.
• Mention keywords or themes you want to convey.
• Highlight what tone resonates with your audience (i.e. playful, authoritative, empathetic).

Example
Creative direction: The campaign should feel playful and engaging, similar to Brand Y’s TikTok series. Use a vibrant colour palette to evoke energy and optimism.

Final tip:
When sharing a project brief with your agency partners, aim to do the briefing session outside the office.
Find a place which is inspiring and away from everyday office distractions.
Time and budget may be a limitation, but the more you invest in your briefing sessions and the more inspired your agency partners are, the better the outcomes are likely to be.

Conclusion:
Set the foundation for success. A well-crafted project brief is more than a checklist—it’s a tool for collaboration.
By providing clarity and inspiration, empowering your agency to deliver exceptional results.
The time you spend writing a strong brief is an investment in your brand campaign’s success.
Start with these steps and you will see how the right brief leads to Marketing magic!