Agency Briefs
Part of Writing an agency brief
Stating constraints without prescribing every solution
Separate firm requirements, preferences and untested assumptions so agencies can propose workable solutions within real limits.
State what an agency must work around, how firm each limit is and why it matters. Then ask the agency to propose a method within those limits.
A fixed launch date, for example, helps shape a proposal. A long list of untested tactics can stop a candidate addressing the underlying problem.
Sort limits by what they do
Use three labels in the brief:
| Label | Meaning | Example wording |
|---|---|---|
| Must meet | A condition the proposed work cannot violate | “The new pages must work with our current checkout.” |
| Prefer | A choice you favour but will discuss | “We prefer to reuse the existing visual system if it serves the task.” |
| Needs checking | A belief or limit that has not been confirmed | “We think the current enquiry form is the main cause; please assess this.” |
These labels make the brief easier to interpret than a single list headed “requirements”. A preferred tool must not silently become mandatory. A necessary compatibility condition must not be treated as a casual preference.
Understanding Constraint Labels in Agency Briefs
- Must meet
- A condition the proposed work cannot violate
- Prefer
- A choice you favour but will discuss
- Needs checking
- A belief or limit that has not been confirmed
Explain the reason and the owner
For each firm condition, add the reason, who confirmed it and whether it can change. A deadline tied to an announced product launch may be harder to move than a hoped-for internal date. A budget ceiling approved by the business differs from an early estimate. If a date or figure is provisional, say when it will be confirmed.
Include constraints that affect the work: audience and market, existing systems, available assets, approval time, staff capacity, and any claims or materials the business has already ruled out. Give enough detail for an agency to see the effect on effort and timing. If a condition depends on a specialist review, identify that reviewer and the expected decision point.
Key Elements to Include When Stating Constraints
- Reason for the constraintWhy this limit matters
- Owner of the constraintWho confirmed it (e.g., business unit, ATO, internal team)
- Changeability statusWhether it can be adjusted and when confirmation is expected
- Impact on effort and timingDetails on how constraints affect delivery (e.g., staff capacity, approval time)
Specify a result without designing the route
Describe what the finished work must achieve for its intended user. For example, “Customers must be able to complete the enquiry on a mobile phone and the sales team must receive the agreed fields” is a useful requirement. It leaves room for the agency to recommend a suitable design and implementation. If you require a particular system because it must connect to an existing process, state that reason explicitly.
You can still share ideas. Label an internal proposal as a starting hypothesis: “We have considered shortening the form; explain whether that addresses the problem and what evidence you would need.” The agency can then accept, challenge or refine it. Ask candidates to identify any constraint that makes their recommended approach weaker, slower or more expensive.
How to Specify a Result Without Prescribing the Route
- Define user outcomeWhat the finished work must achieve for its intended user
- Leave design freedomAllow agencies to recommend suitable methods and tools
- Label internal ideas as hypothesese.g., 'We have considered shortening the form; explain whether that addresses the problem'
- Require trade-off disclosureAsk agencies to identify any constraint affecting cost, speed or quality
Check the trade-offs before sending
Read the constraints together. Can the work plausibly fit the budget, deadline and approval process you have described? If several conditions compete, ask for options that show the trade-off rather than asking agencies to promise everything at once. For example, candidates might propose a smaller initial release, a later launch or additional client input. Those are options for the business to assess.
Finally, check any proposed requirement whose reason or owner is unclear. Confirm whether it is necessary, provisional or merely a preference before presenting it as fixed.
Reviewing Constraints Before Sending the Brief
- Assess feasibilityCan the work fit within budget, deadline, and approval process?
- Identify competing constraintsHighlight where conditions conflict (e.g., scope vs. timeline)
- Request trade-off optionsAsk agencies to propose alternatives (e.g., phased release, delayed launch)
- Verify clarity of reason and ownerConfirm if each requirement is necessary, provisional or merely a preference
