Start with the business
Explain what you offer, who you serve and what makes your business useful. Include your current channels and what is already working.
Choose a goal people can understand
A clearer offer, a new product launch or a more consistent presence is a better brief than “make it viral”. Describe what you want customers to understand or do.
Share your audience and constraints
Include the people you want to reach, the locations you serve, your timing and a workable budget range. Separate production fees from advertising spend.
Gather the useful material
Bring your logo, product information, owned photographs, examples of previous creative and the facts behind any results or claims. Only share material you have permission to use.
Agree the decisions
Identify who gives feedback and approves the work. Confirm deliverables, review stages, account access, asset rights and reporting in the written scope.
Talk through your brief