Meeting objectives and challenging assumptions to drive impact
Interrogating a client brief isn’t about ticking boxes, it’s about ensuring we’re solving the right problem in the most impactful way. By questioning assumptions and exploring new ideas, we can push beyond expectations to create experiences that truly deliver, says George Perry, Global Business Development Director.
Getting a client brief is more than just receiving a set of instructions, it’s an opportunity to challenge, explore, and refine. A well-crafted brief provides the foundation for an exceptional event, but the key to success lies not just in delivering on the objectives, but in questioning them. Are they the right objectives? Are there better ways to achieve them? Have we explored the full potential of the experience? Our role is not just to respond but to push the boundaries and ensure the best possible outcome.
Clarity before creativity
Before we dive into brainstorming, concept development, or production, we need absolute clarity on the brief. That means understanding the client’s objectives, audience, and success metrics inside out. Too often, briefs can be ambiguous, broad, or overly prescriptive without necessarily articulating the true business or brand challenge. This is where we must ask questions—not just to clarify, but to uncover deeper insights. What’s driving the need for this event? What behaviours do we want to change? What emotions do we want to evoke? Only once we fully grasp the ‘why’ can we move onto the ‘how’.
The power of constructive challenge
It’s easy to accept a brief at face value, but the best agencies add value by challenging assumptions. If a brief states that an event must be delivered in a certain format, with a particular structure, we should ask why. Are there alternative ways to achieve the same or better outcomes? Sometimes, clients default to what they’ve done before, but our role is to introduce fresh thinking. By questioning, we create opportunities to deliver greater impact, whether that’s through new formats, immersive storytelling, digital integrations, or creative content approaches.
Challenging does not mean disregarding a client’s needs, it means enhancing them. It’s about showing our expertise, experience, and understanding of audience engagement to elevate the final outcome.
Balancing ambition with feasibility
A good challenge is grounded in insight, strategy, and realism. There’s no point suggesting wildly ambitious ideas if they don’t align with the budget, timeframe, or logistics. Instead, the aim is to push the conversation into a space where innovation meets practicality. This is where strategic collaboration comes in, working alongside the client to refine and evolve the brief together. When we get this balance right, we don’t just meet objectives; we exceed them.
Delivering impact
Ultimately, every client brief is a chance to create something meaningful. But that only happens when we engage with the brief, not just execute it. By asking the right questions, pushing beyond surface-level expectations, and being bold enough to challenge, we move from delivering an event to shaping an experience with real, measurable impact.
The best partnerships are built on trust, and trust comes from demonstrating expertise and pushing for excellence. So, next time you receive a client brief, don’t just take it as is; interrogate it, challenge it, and make it better.
