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Dictionary by pitch.dog
Brief, strategy & proposition · Core

Agency brief

ELI5

Instructions from the agency explaining what the director or production company is being asked to solve.

Used in conversation

“The agency brief is clear on the message but vague about the deliverables.”

Definition

The brief used by an agency to develop or commission creative and production work.

Here “Agency brief” means: The brief used by an agency to develop or commission creative and production work.

Pitch context

You may encounter “Agency brief” in advertising & director treatments conversations or materials.

Why it matters: Helps interpret the brief, director treatment, bid, award, production process and campaign deliverables.

Connected terms

  • Creative briefAn agency brief may contain the full assignment and logistics; a creative brief distils the strategic creative problem. Some agencies use the labels interchangeably.
  • Client briefA common commercial treatment and award sequence.
  • Treatment requestA common commercial treatment and award sequence.
When the words have to travel

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Sources & evidence · 4

Supporting source families. This entry is an editorial synthesis rather than a quotation from one canonical glossary.