How to Write a Brief That Actually Works: A Guide for Marketers
A marketing brief is supposed to be a bridge, not a roadblock. Yet, too often, agencies receive documents that are vague, bloated, or lacking any real strategic direction. The result? Creative teams guessing their way through projects, endless revisions, wasted budgets, and campaigns that fall flat.
But when done right, a brief isn’t just paperwork—it’s a launchpad. It aligns teams, sparks creativity, and ensures the work lands exactly where it should. So why do so many brands struggle with getting it right?
Let’s get to the root of it.
Why Most Marketing Briefs Miss the Mark
Marketers tend to think they’re great at writing briefs. Agencies tend to disagree. In fact, 80% of marketers rate themselves as competent brief-writers, but only 10% of agencies agree. That’s a staggering gap, and it’s costing brands serious money. One global study found that a third of marketing budgets are wasted due to poor briefs.
The problem? Many briefs lack strategic clarity. Too often, marketers use the briefing process to figure out their own strategy rather than defining it beforehand. But that’s like changing a recipe while the cake is already in the oven—it’s messy, frustrating, and rarely leads to the result anyone wants.
Start with Strategy, Not Tactics
A good brief doesn’t start with a list of channels or creative ideas. It starts with a well-defined strategy.
Marketing strategy is about making choices—who you’re targeting, what you want them to do, and why they should care. It’s about subtraction, not addition. Weak brands try to be everything to everyone. Strong brands know what they stand for and who they’re talking to. Before writing a brief, ask:
Who is the audience? (And no, ‘millennials’ or ‘everyone’ is not an answer.)
What’s the one thing we need them to understand, feel, or do?
What’s the real business objective? (Hint: It’s not ‘increase engagement’—dig deeper.)
Once you’ve got those answers, only then should you start briefing an agency.
One Brief = One Clear Direction
A common mistake? Trying to do too much with one brief. A single brief should have a single strategic focus. If you’re trying to target new customers, upsell existing ones, and boost brand awareness all at once, you don’t need one brief—you need three.
A good brief is a decision-making tool, not a wish list. It should clarify, not confuse. If an agency has to guess what’s important, the work is already off track before it even begins.
The Backbone of a Strong Brief
A powerful brief has three essential elements: objectives, audience, and budget. These three must be linked logically—if you change one, the others need to shift accordingly. Too many brands set ambitious objectives without adjusting the budget or narrowing their audience. That’s like expecting to win a Formula 1 race in a second-hand hatchback.
Ask yourself:
Are the objectives measurable and specific? (Not ‘build brand love’—but ‘increase repeat purchases by 15% in six months.’)
Is the audience clearly defined? (Who they are, what they want, what’s stopping them from buying.)
Does the budget match the ambition? (If not, either refine the goal or increase the budget.)
What a Brief Should (and Shouldn’t) Contain
A good brief is concise, clear, and practical. Here’s what matters:
The real problem or opportunity: What’s driving the need for this campaign?
A single-minded message: What’s the one thing people should remember?
Proof points: What backs up this claim?
Clear objectives: What success looks like and how it will be measured.
What to avoid?
Buzzwords and fluff: If an agency needs a translator to understand your brief, you’ve lost them.
Multiple objectives crammed into one brief: Pick a lane.
A shopping list of messages: The more you try to say, the less people remember.
The Final Step: Aligning on Evaluation
How will the creative work be judged? Most brands don’t set clear evaluation criteria, leading to subjective debates that derail the process. Before an agency starts working, define the success metrics together. Make sure everyone—from the marketing team to the CEO—is aligned on what great looks like.
Final Thought: Briefs Aren’t Just Documents—They’re Decisions
A well-crafted brief isn’t just a piece of paper. It’s the foundation of every successful marketing campaign. It guides thinking, sharpens creativity, and eliminates wasted time and budget. Get it right, and you won’t just see better creative—you’ll see better results.
Got a strong opinion on what makes a great brief? Drop your thoughts in the comments. Or Let’s talk.
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