By: Raitz Communications Editorial Team · Last reviewed: 24 August 2026
A useful agency brief explains the business task, audience, geography, timing, budget, available assets and how the result will be assessed. It does not need to solve every creative question in advance, but it should establish priorities and genuine constraints. This gives an agency enough context to compare suitable channels and prepare a proposal that can be checked.
What is the business task?
Begin with the reason for the campaign. It may introduce a product, open a location, generate enquiries, support sales or build recognition. Explain what should change after the work and which action would indicate a useful result.
Separate requirements from preferences. If a launch date, particular city or regulated statement cannot change, identify it clearly. Preferred channels or creative styles can be listed separately so that they do not prevent the agency from recommending a more suitable approach.
Who is the audience and where should it be reached?
“Everyone” rarely provides enough direction. Describe who makes the decision, the need they have and the context in which they encounter advertising. For business audiences, sector, organisation size and buyer role can be useful. For consumer work, location, occasion and purchase method may matter more.
Geography should match where the product is distributed or the service is genuinely available. State whether the task concerns Sofia, selected cities or Bulgaria as a whole. An international brand should also identify required languages, local adaptation needs and the person responsible for approving translated material.
How should timing and budget be presented?
Include the intended start and end dates and any known approval milestones. Allow time for strategy, artwork, adaptation, production or technical setup. If the date is connected to an event, label it as a firm constraint rather than a general preference.
An indicative budget helps the agency propose a realistic scope. State whether it includes media, production, installation, creative and management. When no budget has been fixed, request clearly differentiated scope options instead of several broad ideas that cannot be compared.
Which assets and facts should be supplied?
A useful package includes vector logos, colours, fonts, photographs with usage rights, product information and examples of previous campaigns. Identify mandatory wording and claims that must not be used. Assign someone to confirm contact details, prices, dates and spelling.
Physical production may require dimensions, site photographs and access conditions. A digital campaign needs the website, relevant landing pages, measurement access and an explanation of how enquiries or sales are currently handled.
How should approvals be organised?
Name one person who consolidates feedback and gives final approval. Several unrelated comment streams increase the risk of contradictory instructions and missed deadlines. The brief should state who approves strategy, copy, design, budget and technical files.
Versions need clear names and dates. Final approval should be recorded before printing, installation or campaign activation. A later change may alter timing or cost and should be evaluated as a new requirement rather than silently added to the original scope.
How will success be evaluated?
Select indicators connected to the objective: enquiries, visits, purchases, use of a code or another agreed signal. Outdoor work may also include evidence of installation or playback. Digital measurement should be tested before launch so that missing data is found before the campaign begins.
Raitz Communications provides print, outdoor, promotional and digital advertising and can compare relevant elements within one plan. Review the advertising in Bulgaria FAQ or send your brief for a specific proposal.
How long should the brief be?
Length is not the objective. One well-organised page with attachments may be enough for a small project. A complex campaign needs more context and separate technical files. Decisions and constraints should be easy to find rather than hidden inside general company information.
What happens when information is missing?
Record the missing item as a question or assumption. An agency can present options, but an unconfirmed assumption should not become a fact. Critical details about dimensions, dates, budget, rights and responsibilities need confirmation before the final proposal.
Must the client select channels in advance?
No. Previous experience and preferences are useful, but the task and audience should lead the choice. When one channel is mandatory for an internal reason, label it as a constraint. Other recommendations can then be compared by their contribution to the overall objective.
How should post-approval changes be handled?
Describe the revised requirement, its effect on timing and any additional cost. A minor copy correction is not equivalent to remaking finished production. A visible change process protects both parties from unexpected last-minute decisions.