Kickoff brief template for your new agency

Give your agency a short brief covering the business, the people you need to reach, the work you agreed to, and the information needed to start. Link existing documents instead of rewriting them. Bring gaps to kickoff so the agency can help resolve them and develop the strategy.

Copy these prompts into a shared document

Company and audience. What do we do, who is it for, and what do those people need to understand? Link the website, product overview, and any useful customer research.

Why now. What prompted the engagement? Name the business goal, upcoming event, or problem. Describe what useful progress would look like.

Agreed work. Link the signed scope. Note the first priorities, important exclusions, budget for extras, and any dates that are genuinely fixed.

Stories and evidence. Link relevant product information, company news, research, customer examples, and previous coverage. Say which facts are confirmed, which are still changing, and whose permission is needed to use a customer name or quote.

People and availability. Name the main company contact, the agency lead, available spokespeople, and someone to contact when the main approver is away. Be realistic about executive time.

Approvals and sensitive topics. Say who approves facts and quotes, what the agency can handle within agreed messages, and what must stay confidential. Flag regulated claims, legal disputes, security incidents, or other matters that need a specialist.

Working rhythm. Agree where updates and drafts go, how urgent requests will reach you, and when you will review progress. Link the shared folder for approved materials and reports.

Use kickoff to agree the first useful steps

For a fictional software startup, a first priority might be: “Interview the founder and two customers, assess which stories have enough evidence, and recommend the first media angle.” The company supplies introductions and product facts; the agency develops the recommendation.

Leave the meeting knowing what happens next, what each side needs to supply, and when you will reconnect. Keep unresolved questions visible, especially if they block the first work.

Add detail when the assignment needs it

A sensitive launch may need a restricted folder and explicit release approvals. A multi-market program may need local contacts and review in each language. An active crisis needs the company's incident process and qualified specialists.

For routine work, keep the brief easy to maintain. Put contractual ownership, access, and handover obligations in the agreement, and use the approval guide when the team needs clearer boundaries.