{"id":291,"date":"2018-05-02T17:06:19","date_gmt":"2018-05-02T15:06:19","guid":{"rendered":"https:\/\/www.sortlist.co.uk\/blog\/?p=291"},"modified":"2025-10-08T00:04:28","modified_gmt":"2025-10-07T22:04:28","slug":"brief-a-communication-agency","status":"publish","type":"post","link":"https:\/\/www.sortlist.co.uk\/blog\/brief-a-communication-agency\/","title":{"rendered":"How to Brief a Communication Agency?"},"content":{"rendered":"

Entrusting your project to a communications agency does not mean giving it carte blanche over everything. It needs a common thread, rails that guide it, precise expectations. The slightest misunderstanding between the company and its communication agency can put the whole communication strategy to the test. Sometimes it\u2019s back to square one. Given its vital role, it is important to brief your communications agency<\/a> to make it an effective collaboration. How do we do that? What approach methods are the best?\u00a0 Sortlist<\/a> is the perfect persona to debrief you on how to brief an agency.<\/p>\n

Why write a brief?<\/h2>\n

Better, more effective, and measurable work<\/h3>\n

To have a visible and tangible quality result from a communication agency, the brief is the reference tool for the company. In other words, it is the basis of any successful communication campaign.\u00a0 It serves to communicate your ideas and the actions you want to implement<\/strong>. The\u00a0clearer and more articulate<\/strong>\u00a0the company\u2019s points of view, the better the communications agency<\/a> will be able to identify the issues and implement an adapted marketing strategy.<\/p>\n

Saves time and money<\/h3>\n

A repeated action generates losses that could quickly accumulate for the company, both in terms of costs and time. When objectives and expectations are defined simply and clearly on paper from the outset, the communication agency can achieve a relevant result in a short time. Taking the time to give a briefing avoids time wasted afterward<\/strong>. Moreover, the company must set its course, and not change its mind impulsively<\/strong>. Good cooperation and mutual respect are the keys to success. For empresas Barcelona<\/strong>, using a detailed approach can enhance efficiency and outcomes.<\/p>\n

Fairer pay<\/h3>\n

The remuneration of a communications agency<\/a> depends in part on the result. This principle is only\u00a0valid if both parties agree on the expected result<\/strong>. Hence the importance of drafting a briefing that stipulates\u00a0the real performance objectives which, moreover, must be quantifiable<\/strong>. At the same time, it avoids misunderstandings between the different departments of the company: finance and marketing.<\/p>\n

The basics<\/h2>\n

Have a written brief<\/h3>\n

On the one hand, the editorial team alone\u00a0encourages the company to reflect on its own expectations<\/strong>. On the other hand, a written brief is a common support<\/strong> for meetings, the launching, and the follow-up of the project. It also ensures that stakeholders are aware of the expected results. Of course, combined with a verbal briefing<\/strong>, the written brief is all the more effective in that the agency can ask for more details or bring its point of view. The written brief is all the more recommended if the company works with several communication agencies. In addition, it allows you to consolidate your choices with the company\u2019s managers<\/strong>\u00a0and avoids last-minute changes initiated by a department outside the department. Upstream, the brief must have the agreement of all those concerned before being submitted to the agency. An alternative is to write a media kit.<\/p>\n

Be clear<\/h3>\n

It is not necessary to write a long and boring brief for a communication agency where\u00a0you risk getting confused and repeating the same things<\/strong>. It is enough that the essential is defined as simply and clearly as possible. As its name suggests,\u00a0the brief should be ‘brief’<\/strong>. It should contain only\u00a0what is relevant, likely to arouse creativity and interest<\/strong>. Of course, additional information can be attached.<\/p>\n

Define specific objectives<\/h3>\n

By having business-oriented\u00a0and quantifiable objectives, the brief is more easily understandable<\/strong>. To do this, it is more than crucial to put in black and white what the company really expects, the strategy it thinks it will adopt\u2026 so the result can only be better<\/p>\n

The content of the brief<\/h2>\n

Background<\/h3>\n

The context has three essential elements:<\/p>\n