Every agency knows the email. A brand reaches out asking for a proposal and a budget, and within hours teams are pulling together ideas, strategies and plans in the hope of winning the work.
Often this first contact comes without a meeting or even a request for one. There is limited context, no real sense of chemistry and little clarity around budget. Just a request to submit a proposal.
Agencies respond because this is what we do. We are wired to solve problems and show up with ideas. Every opportunity matters and we are grateful to be considered. At the same time, this approach can create challenges for both sides.
Preparing a thoughtful proposal takes time and focus. When agencies invest this effort without a prior discussion, there is always the risk that the thinking misses the mark simply because the brief lacked context. Sometimes the response is that there is no budget or the fit is not right.
In many cases it becomes a numbers exercise. Brands approach several agencies at once and wait to see what comes back. This raises a simple question. How can either side properly assess fit without first having a conversation?
Without understanding the real business challenge, internal expectations or commercial parameters, agencies are left to make assumptions. That does not always lead to the best outcome.
There are two areas worth reconsidering. The first is the value of strategic thinking. Campaign ideas and direction are not administrative tasks. They are the core service agencies provide. When detailed proposals are requested before a relationship has begun, it can blur the boundaries of what a pitch should reasonably involve.
The second is people. Many agencies offer similar services. What often determines success is the relationship between the agency team and the client team. Trust, working style and shared expectations are difficult to evaluate through documents alone.
For brands looking to appoint an agency, a simple shift could make a difference. Meet first. Allow space for questions. Share context and budget guidance early. Decide whether there is alignment before requesting detailed proposals.
Feedback should also be part of the process. Agencies value knowing where they fell short. Was the issue budget, chemistry or strategic direction? That kind of insight helps agencies learn and improve how they respond in future.
Our agency was recently invited to meet with a brand in person. The only request was to prepare a few slides on work we were proud of. There was no expectation of a full strategy or campaign before we had even met. Instead, we sat down face-to-face and had a genuine conversation about what they were looking for and whether we were the right agency to provide it.
So, is the brief dead? Not at all. A clear brief still has value. What needs refinement is how it is introduced. Starting with a conversation creates a stronger foundation. It allows proposals to be more focused, more realistic and more aligned to real needs. Agency selection works best when it is built on dialogue, clarity and mutual respect rather than volume alone.