How to brief your agency

Brief writing is a core discipline that obliges the author to specify exactly what is required and expected in a compelling way, and affords a reference point against which to judge any outcome.

Briefing your agency

Merry BaskinBaskin Shark

Jump to:Introduction | Where to start | Practicalities | Recommendations & Checklist | Further reading


Marketing directors know only too well how radically consumers' media consumption patterns are changing and how the traditional ways of communicating with them have diversified. Some channels are becoming less effective in delivering volume; the efficacy of data driven, precision targeting digital strategies are being questioned; former niche media are growing in claimed importance; and novel ways of communicating keep emerging. Nowadays, instead of a one-stop global...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands