How to Brief a Digital Agency

21st February 2017 Red Man Media

Picking the best digital agency to help you achieve your business goals isn’t always easy, but having a brief prepared can assist you tremendously in your search. Here we give the some advice on how best to brief a digital agency.

So you’re considering getting a new website or logo designed for your company?

Maybe you’re thinking of finally implementing a digital marketing strategy that will enable you to keep up with your competitors? And you’re now looking for the best agency that will help you achieve your goals?

Once you have a shortlist of potential agencies that you would like to possibly work with – it is extremely important to have an initial brief you can present to them.

This brief must contain a clarity of objectives that detail where you are and where you want to end up.

Kind of like looking at a road map before you set out on a journey.

The brief is the map of where you want to go and the agency is your method of transport that you choose to help you get there.

Some projects are large and some are small, but every project must have a good idea of what the finished outcome should be. A brief must have this clear idea included so the agency you approach has a good feel for what you want right away.

This will assist the agency in immediately understanding the project and how best to proceed from day one.

What you put into a brief is what you get back.

The more you detail what exactly it is you want and the parameters around this project – the higher quality the work will likely be and will save you money and time down the line and, in turn, instil credibility and trust with your customers and increase sales and profits.

Keep your brief concise and incorporate the following points:

Your company background

Tell a little bit about your company. It’s history, what it does, its products and services and the people who work there.

What your project is and what you want from it

Why are you approaching the agency, what do you want them to accomplish for you, what do you think will make the project a success and what is the end goal from it.

Target audience

Who is your target audience, why are they your target audience. The more the agency knows about the audience you are trying to capture, the better equipped the agency is to execute a plan that appeals to your audience the most.


Who is your main competition? Are they doing what you want to achieve? What is your USP over them? Play to your own strengths.


What you want to see from the outcome of the project

Functional requirements

‘I want to be able to sell my products online’. Know what products you want to sell, the quanity, research your market, know there is a demand.

Project timelines

When do you want the project completed by? Are your expectations realistic? A good job can’t be done in the space of 3 days.

Agency requirements

What are your ideal characteristics in an agency? Friendliness, efficiency, constant point of contact?


How much do you plan to spend on the project? Is this a realistic expectation for a quality product or service? Just always keep in mind you can spend low and get a cheap website made up quickly, but it won’t last a year. You can alternatively invest in a decent product or service that will have the quality to stand the test of time for the foreseeable future.

All of this allows the agency to get a better feel for what you want, were you want to go and how you want it to be done. It also provides an excellent framework for the agency so they can see the framework they are working in. The better understood all of this elements are, the better product or service you will receive.

So get your brief together, ring the agency and meet up for a coffee to get a feel of whether they see your vision and don’t forget, you’re ringing them for a reason – they’re the experts. So once you decide to work with a particular agency, you’ve got to trust that they know what they’re doing and let them get on with it.

Once the brief has been provided they will know how best to get you where you want to go, so let them get on with and you’ll fall in love with the product when it’s finished.

If you still need any advice on how to choose the perfect agency, or you feel we might be already the perfect agency for you, then give us a call on 01 524 0084 and we can discuss your best options over a coffee

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