What is a client brief?

Client brief definition

A client brief is a vital document in agency project management, serving as a foundational guide for the entire project. It outlines the client's objectives, expectations, target audience, budget, timeline, and any specific requirements or constraints that must be considered during project development. The client brief acts as a road map, offering clear direction to the agency's team, fostering understanding, alignment, and collaboration between the client and the agency. It helps in ensuring that everyone involved in the project is on the same page, minimizing misunderstandings and facilitating a smoother workflow.

Resource thumbnail

Project management software for agencies

Do you need project management software designed especially for agencies?

Check out

How to write a client brief

Creating a well-crafted client brief is an essential step in initiating a project, as it sets the foundation for all subsequent activities. It requires careful attention to detail and a deep understanding of the client's needs and expectations. The following steps offer a structured approach to writing a comprehensive client brief:

  1. Understand client's goals: Start with a thorough discussion with the client to understand their goals, target audience, and specific needs.

  2. Outline project scope: Clearly define the project's scope, including deliverables, timelines, and any constraints like budget or resources.

  3. Identify key milestones: Break down the project into key phases or milestones, providing a clear structure for execution.

  4. Include brand guidelines: If applicable, include the client's brand guidelines to ensure consistency in design and messaging.

  5. Determine communication channels: Specify the preferred communication methods and points of contact between the client and the agency.

  6. Highlight key stakeholders: Identify all the key project stakeholders involved in the project.

  7. Specify evaluation criteria: Outline how the project's success will be evaluated.

Client brief example

Below is an example of a client brief, adhering to the steps mentioned above:

Client: XYZ Enterprises

Goals: Expand market reach; introduce new product.

Target Audience: Families with children, ages 3-12.

Scope of Work: Develop and launch a 6-month advertising campaign across various platforms.

Key Milestones:

  • Research & Planning (Month 1)

  • Content Creation (Months 2-3)

  • Campaign Execution (Months 4-6)

Brand Guidelines: Refer to XYZ Enterprises' Branding Guidebook.

Communication Channels: Bi-weekly meetings; Email for regular updates.

Key Stakeholders: List of key personnel involved in the project.

Evaluation Criteria: Metrics for evaluating campaign success.

Budget: $75,000

Client Approval: Signed and approved by XYZ Enterprises on [Date]

This example provides a clear roadmap for the agency team, containing all necessary information to guide the project's progress. Platforms like can facilitate the process of crafting, sharing, and managing client briefs, ensuring alignment between the client and agency and contributing to project success.

Resource thumbnail

Client onboard checklist template

Start your client relationship the right the way by providing a thorough, professional and friendly new client onboarding experience.

Try our client onboard template

Discover more glossary terms: