Choosing an agency is easier when the brief is clear. Before comparing presentations, identify what the business needs to change. You may need a more coherent brand, more consistent content, a stronger public narrative or a clearer path from attention to enquiry. These are connected needs, but they do not always require the same scope.
01Begin with the problem, not a list of channels
A request for social posts or advertising may be the starting point, but it is useful to understand what those activities should accomplish. Define the audience, the current challenge and the decision you want people to make next.
02Look closely at the evidence
Ask whether an example shows a completed campaign, an audit or a proposed strategy. Understand which measures describe activity and which describe outcomes. Strong work should be explainable without relying on large numbers stripped of context.
03Understand how the team will work with you
Clarify who provides information, who approves creative and how feedback is consolidated. For bilingual work, ask how Arabic and English messaging will be developed and reviewed. These operating details can have as much influence on delivery as the initial concept.
04Separate scope, third-party spend and responsibilities
Agency activity, media spend, creator fees, production requirements and platform expenses should be clearly described. The same applies to timelines, dependencies and the conditions under which scope changes.
05Agree how progress will be discussed
Reporting should connect to the objective and explain the limits of the available data. A useful review helps both sides decide what to continue, what to change and what requires further investigation.
The right partner should help make the brief clearer. Use the first conversation to assess the quality of the questions as well as the quality of the presentation.