A useful agency brief tells bidders what decision the audience should make and what the client must receive. It leaves room for creative judgement while removing ambiguity about scope. For UAE procurement teams, the brief is also the foundation for comparing proposals that may use very different labels for strategy, concepts, adaptations and production.
A useful agency brief tells bidders what decision the audience should make and what the client must receive. It leaves room for creative judgement while removing ambiguity about scope. For UAE procurement teams, the brief is also the foundation for comparing proposals that may use very different labels for strategy, concepts, adaptations and production.
Explain the current situation, target audience and desired response. State what the audience already knows and what is preventing the next step. Avoid objectives such as making the brand exciting unless you can explain the practical change the work should support.
Include the approved offer, key facts and any mandatory language. Give examples of existing materials with a short explanation of their limitations. Reference images can help establish preferences, but they should not replace an account of what the communication needs to accomplish.
List each asset, intended channel, size or format, language and quantity of variations. Distinguish an original creative concept from an adaptation of an approved concept. A set of twenty sizes is not necessarily twenty separate campaign ideas, and the proposal should make that distinction explicit.
Identify photography, illustration, copy development, motion work and print management as separate requirements where relevant. State which source materials the client will supply. If specifications are unknown, ask bidders to price assumptions visibly instead of hiding them inside a package fee.
Name the final approver and the factual or language reviewers. Describe the feedback route and expected review windows. Tell agencies whether several business units must approve the same work, because this changes coordination effort and the risk of late conflicting instructions.
Set out milestones for brief confirmation, concept review, production and final proof. Link them to required client inputs. Ask bidders to identify decisions that must be made before the schedule can be committed, including print specifications or access to products for photography.
Require a scope breakdown, proposed team, exclusions, revision assumptions, third-party costs and handover contents. Ask how changes will be priced after approval. Include the information needed to assess usage permissions and editable files, rather than leaving those matters to the final invoice.
A strong brief does not dictate every visual choice. It gives all bidders the same commercial and production boundaries so their reasoning, capability and price can be judged fairly. Keep the agreed version attached to the award record and update it when the business changes the assignment.
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