What every marketer should know before writing an agency brief

If you’re about to brief a creative agency, stop and read this first.

A strong agency brief isn’t just helpful, it’s mission-critical. It sets the tone for the entire project, shapes the creative direction, and dramatically influences results. Yet many marketers rush through it or miss key details that make all the difference.

Whether you're kicking off a rebrand, launching a campaign, or developing new creative assets, the brief is your chance to set the stage for a smooth, productive collaboration.

At Threerooms, we’ve seen it all - from half-page briefs with missing context to 40-pagers full of fluff. The good news? Writing a great brief isn’t complicated when you know what to include and what to avoid.

Writing an agency brief and why it matters

Your agency isn't just a service provider - they’re your creative partner. A clear, focused brief saves time, reduces back-and-forth, and helps deliver better work.

Think of it as your first investment in the project’s success.

At Threerooms, we see firsthand how strong briefs lead to stronger outcomes.

Here's what sets them apart.

1. Start with the big picture

Give context. What’s going on in your business or market that led to this project?

Include:

• A quick overview of your company

• What’s changed (new audience, shift in strategy, product launch, etc)

• Why you’re initiating this project now

  
  

💡 Tip! Keep this section short but insightful. One to two paragraphs is perfect.

2. Define the challenge (clearly)

What problem are we solving? A creative brief isn't just about tasks - it’s about purpose.

Questions to answer:

• What’s not working right now?

• What outcome are you hoping for?

• How will success be measured?

💡 Tip! Be honest and specific - "We want to stand out more" is vague; "Our brand feels outdated and doesn’t appeal to Gen Z buyers" is gold.

3. Know your audience (and help your agency know them too)

Don’t just name your target audience, describe them.

Helpful details include:

• Demographics and psychographics

• Pain points and motivations

• What they think, feel, and do now - and what you want to change

💡 Tip! If you have personas, surveys, or customer quotes, include them.

4. Outline deliverables (and must-haves)

What exactly do you need from the agency?

Example deliverables:

• Brand strategy and visual identity

• Campaign concept and execution

• Social content toolkit

• Website redesign

Also list:

• Non-negotiables (logo lockups, existing colours, legal requirements)

• Key formats and channels

  
  

👉🏼 Build a rock-solid foundation for your brand with our simple yet powerful Brand Positioning Cheat Sheet template. It’s your shortcut to crafting a clear, compelling positioning statement—and claiming a space that’s unmistakably yours.

5. Be honest about time and money (your agency will thank you)

Be realistic, but clear. Include:

• Project start and ideal end date

• Key milestones or events (e.g., launch dates)

• Budget range (even a ballpark helps)

💡 Tip! Don’t worry about being “too early” - the sooner the agency knows, the better they can plan resources.

6. Share your inspirations

We love creative license, but we also know sometimes there's an existing vision - share it. What brands, campaigns, or visuals do you admire? What do you not like?

Bonus points for:

• Screenshots, videos, or links

• Moodboards or previous campaigns

• Descriptions of tone or style preferences

A picture really is worth a thousand words here.

7. Identify the stakeholders

Make sure your agency knows:

• Who’s the main contact?

• Who will give final approval?

• Are there any internal politics or preferences to be aware of?

This avoids surprises and smooths the feedback loop later.

8. Keep it human

The best briefs read like they’re written by a human, for humans. Agencies don’t need corporate fluff—they need clarity, honesty, and collaboration.

💡 Tip! Write the way you speak. Use bullet points. Be clear, not clever.

A simple template you can use

Project Title:

Background & Context:

The Challenge:

Goals & Objectives:

Target Audience:

Deliverables Needed:

Timeline:

Budget:

Inspirations & References:

Key Stakeholders:

Anything else we should know?:

One last thought

Writing a great agency brief is one of the most powerful tools in your marketing arsenal. It helps you get the work you want, faster, and builds better partnerships in the process.

If you're ever unsure where to start, a branding agency like Threerooms can help you shape the brief itself. Because better briefs lead to better branding—and better business.

✅ Ready to brief a project? Let’s talk.

Read more: How B2B Marketing leaders are building their brands with video

A specialist brand agency: an extension of your team

Threerooms, a multi-award-winning branding agency, has dedicated over 20 years to optimising brands and helping businesses stand out and succeed. Whether crafting new brands or refining established ones, our team is committed to delivering brand transformation tailored to help you reach your goals.

Read more: What is a branding agency? Their role and benefits