Writing a creative or digital brief can be particularly hard. So where to begin? A good brief is one that inspires, is clear, sticks to one goal, has supportive constraints and inspires others to take on the project. Here are our top tips that any one ought never to exclude from a brief.


  1. The Business Case: This part of the brief will encourage you to precisely outline what the problem is that you are addressing with a new campaign or project. Make sure you have a clear objective, avoiding jargon and any internal lingo. Write with your agency in mind; give an obvious and detailed description, so they can fully understand all of the factors they need to consider to achieve your goal.
  2. Measurement: What impact do you want to make with the project? Include facts, figures and success indicators.
  3. Competition: Investigate what your competition are doing and describe how they are achieving results.
  4. Target Audience: Take your audience into consideration – is the project you’re commissioning targeted and tailored towards your target market? This is particularly important when making big decisions like whether building your website to work on mobiles/tablets is just the latest fad, or something you really need to consider.
  5. Budget: Supplying a budget guide is always tricky, especially if you’re not sure how much it is likely to cost. With that being said, giving your agency an idea of a budget will mean they can better tailor their recommendations to your expectations. If you don’t have a fixed budget, then a price bracket such as ‘between £2,000 to £4,000’ will be the best solution.
  6. Ultimately, a creative brief should inform your agency as best as you can, so you can work together towards a shared goal: growing your brand and business.