Client Brief

A client brief is the information a client provides at the start of a project to communicate their goals, context, requirements, and constraints. It's the client's input—their perspective on what they need and why—before the agency transforms it into an internal creative brief, scope document, or project plan. The client brief ensures the agency has the information needed to propose, scope, and deliver effectively. Without it, the agency works from assumptions that may or may not be correct. Client briefs can take various forms. Some clients provide comprehensive written briefs—detailed documents covering business context, objectives, target audience, key messages, deliverables, timeline, and budget. Others complete structured questionnaires or intake forms that the agency provides. Some clients give verbal briefs in kickoff meetings, which the agency documents. The format matters less than the content: the agency needs to understand the problem, the goals, the audience, the constraints, and the success criteria. For agencies, the client brief is the starting point for discovery and scoping. It informs the creative brief (the internal document that guides the creative team), the scope of work (what will be delivered), and the project plan (how and when). Gaps in the client brief often trigger discovery questions or workshops to fill them. The agency may refine and expand the client's initial input into a more comprehensive brief, but the client brief is the foundation. Getting a thorough client brief requires making it easy for clients. Provide clear brief forms or templates. Explain why the information matters. Offer to facilitate a briefing call if writing is challenging. And set the expectation that a good brief leads to better work—investing in the brief pays off for both parties. Common mistakes include not requesting a client brief (jumping to work with insufficient context), accepting vague briefs without follow-up (proceeding with assumptions), not documenting verbal briefs (information lost), and not using the brief (collecting it but not referencing it). The most successful agencies make client briefs a standard part of project intake, facilitate thorough input, and use the brief to guide every subsequent project activity.