1. Organisation and decision context
Briefly explain the organisation, offer, audience and event that triggered the search. Include current partners and systems where they affect the work. The agency needs the decision context, not a long corporate history.
- What changed or created urgency?
- Why is an external partner needed?
- Who owns the outcome?
- Which stakeholders influence the decision?
2. Problem, outcome and audience
State the observable business or audience change required. Add current evidence, known barriers and assumptions that still need testing. If several audiences matter, prioritise them rather than giving each equal weight.
Write measures as a hierarchy: business outcome, audience behaviour, channel contribution and diagnostic measures. Do not assign an agency sole responsibility for an outcome that depends on product, pricing, sales or operations without explaining those dependencies.
3. Scope and deliverables
Describe capabilities and outputs you believe are needed, then invite agencies to challenge the mix. Separate launch work from ongoing work and mark optional items. Include client-side responsibilities so quotes reflect the same division of labour.
- Strategy and research
- Planning, buying or channel management
- Creative and production
- Technology, data and measurement
- Reporting, learning and governance
- Training, handover or transition
4. Budget, fees and approval rules
Provide a usable budget range and state what it includes. Separate agency remuneration, media, production, technology and contingency. If approval is staged, explain the decision gates and what can be committed now.
Ask suppliers to identify assumptions, exclusions, pass-through costs and optional work. This is more useful than requesting one undifferentiated total.
5. Timing, dependencies and approvals
List immovable dates and explain why they are fixed. Add access, data, legal review, production, stakeholder and procurement dependencies. Nominate the person who consolidates feedback and the expected review turnaround.
6. Response format and evaluation
Tell agencies how to respond so proposals are comparable. Request their diagnosis, recommended approach, named team, plan, evidence, commercials, assumptions and key risks. Publish the evaluation criteria and timetable to every participant.
- Understanding of the problem
- Quality and feasibility of approach
- Relevant evidence with context
- Named team and operating fit
- Commercial clarity and value
- Risks, unknowns and assumptions
Copy-ready brief skeleton
Project name · decision owner · background · problem to solve · priority audience · desired outcome · evidence and baseline · proposed scope · mandatory deliverables · client responsibilities · timing and dependencies · budget breakdown · measurement · response format · evaluation criteria · procurement requirements · contacts and Q&A process.