How to brief a live events agency

By Nik Moore, Creative Director, Mindset Communications

Writing a great brief is a learned skill.

When you’re working with live events agencies, knowing how to brief them properly can mean the difference between a terrible pitch and a terrific one.

While writing a physical brief well is important, managing the whole briefing process the right way is important, both for agencies and potential clients.

Meeting face to face with clients at the earliest opportunity is key. It helps cement trust, builds relationships and can accelerate the early stages of the process. An important part of this early stage is also defining SMART (Specific, Measurable, Achievable, Realistic and Timely ) goals in the right way. Working with clients to make sure they have achievable objectives sets the entire project up for success from the off.

This collaborative approach is vital throughout the whole briefing process, and sets the right tone for the rest of the project. Being transparent about budgets at this stage is also crucial. It further cements that trust, and will usually help an agency create the best pitch they can.

Most companies will also be taking pitches from a few agencies at any one time, often coupled with a demanding timeline for the project. Getting the best pitch from an agency means giving them the time they need to develop it – two weeks at minimum is a good rule of thumb.

Most agencies also produce their best pitches when they feel they’ve got a realistic chance of winning a pitch – so for clients, try and invite pitches from only a handful of agencies at any one time.

Nik Moore

Creative Director, Mindset Communications


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