AI LUXEO / PRACTICAL GUIDE
How to brief an agency before a project starts
A better brief turns a broad request into decisions a team can act on.
AI Luxeo editorial · 3 November 2026
Start with a business problem
Explain what is happening today and what would be different if the project worked. A request for more posts is a deliverable; a need to explain a new service to a specific audience is a useful problem.
Name the audience and the offer
Describe who needs the service, where they are, what they already understand and what action you want them to take. Include the product facts and evidence that support your offer.
Share the practical boundaries
List your timing, indicative budget, available assets and the person who can approve work. Separate agency fees from advertising spend, creator fees, travel, hosting and third-party software.
Agree the next decision
Ask for a scope that identifies deliverables, exclusions, review points and handover. Decide how feedback will be collected. One consolidated response is more useful than contradictory comments spread across several channels.
Editorial guidance, not a guarantee of project or commercial outcomes.