What should go in an agency brief?

A strong RFP and agency search process starts with a clear brief. Too often, clients jump straight to asking agencies for proposals without fully articulating the business context, constraints, or priorities that matter most. The result is a stack of polished responses that don’t actually get to the heart of the problem they’re trying to solve.

Before you ask agencies to respond to your RFP, make sure to clearly brief them on the following:

Business context

Why the search is happening now and what problem the agency is being asked to help solve. This includes what’s changed, what isn’t working today, and why outside support is needed.

What success looks like

Not a long list of KPIs, but clarity on what this work needs to deliver for the business.

Scope of work

The work the agency is being asked to take on at a practical level. What is included, what is out of scope, and what’s a nice-to-have.

Budget

Budget parameters that allow agencies to scope and staff appropriately. It doesn’t need to be a perfect number, but at the very least a range that has been vetted internally and reflects what the company is prepared to invest.

Timeline

When the work needs to begin, any critical milestones, and when decisions will be made.

Decision priorities

What will matter most when choosing an agency. This helps agencies understand your priorities and focus their responses and approach.

A clear brief doesn’t just make the process easier. It leads to better conversations, stronger responses, and a much higher likelihood of ending up with the right partner.

It all starts with the brief. From there, the questions you ask agencies play an equally important role in shaping how effectively you can evaluate them (see: What questions should you ask agencies in an RFP?).