Writing an agency brief should be one of the easier parts of the job. You know what you need, you put it in a document, the agency responds.

But in reality, it’s rarely that clean.

Often the challenge isn’t figuring out what the work is, it’s getting everyone aligned on what success looks like. You’re trying to reflect multiple stakeholder opinions, make the brief specific enough to be useful, and still leave room for the agency to bring thinking you haven’t considered yet. That balancing act alone can make even simple projects hard to brief well…