brief
The set of instructions that explains what a client needs from an agency, including goals, audience, budget and timing.
Definition
A brief is the starting document of a project. It tells the agency what the client wants to achieve, why, for whom, with what resources and by when. It can be a short email, a formal document, or a request for proposal. The quality of the brief strongly influences the quality of the work. A strong brief states the business problem rather than prescribing a solution, shares relevant background and data, names the decision makers and defines success. Agencies often respond with questions, and a good client welcomes them.
In a sentence
The brief set a budget range and a launch date.
The agency asked three questions before accepting the brief.
