As a team that produces countless corporate events across Hong Kong for inbound overseas planners, we hear one question more than any other:

Agency briefs come in all shapes and forms.  We have received good ones, and we have received briefs that left us confused.  A clear brief helps your event company understand your needs quickly and deliver the most suitable proposal. Here’s how to write one efficiently:

1. State the Purpose

• What is the main goal of the event? (e.g. client appreciation, charity, staff engagement)

2. Describe the Audience

• Approximate number of guests
• Who is attending (employees, clients, public, families, senior executives)
• Any special requirements (language, accessibility, cultural)

3. Confirm Date, Time & Venue

• Preferred date or date range
• Start and end times
• Venue already booked or still needed
• Preferred location/type (outdoor, hotel, golf course, etc.)

4. Share Your Budget Range

• Give a realistic range or ceiling
• This allows us to propose suitable ideas instead of unrealistic ones

5. Explain the Desired Look & Feel

• Describe the atmosphere in a few words (e.g. relaxed & family-friendly, energetic sports day, festive carnival)
• Share reference images if possible

6. Note Key Logistics

• Transport needs
• Security or access requirements

7. Define Success

• What does a successful event look like for you? (e.g. high participation, positive feedback, smooth operations, good photos)

A short, clear brief saves time and leads to better proposals. Need a simple template? Just get in touch. ideas with realistic (and memorable) possibilities.