How to brief a marketing partner

Sample editorial

This list is meant to make the first conversation specific.

Write down what you already know

• What the business sells and to whom.
• What already works, even if it is irregular.
• What you have already tried and what did not convince you.
• Constraints: time, production, approvals, seasonality.
• What must not change in the brand.

Separate a goal from a wish

“We want an active Instagram” is a wish. “We want more qualified enquiries from a defined audience within three months” is a goal, even if the number is not final yet.

A partner should be able to propose a scope, not guess it.

Do not use a guaranteed result as a brief

A brief should explain the problem. Guaranteed sales, rankings, or a viral Reel are not a brief. They ask for something no one can responsibly promise.