You want the best possible agency team, making the best possible decisions for your business. You want the agency to be continuously motivated to push harder, safe in the knowledge that the way you engage will deliver the desired business performance and represents value for both parties. Why else would you hire any agency in the first place?
Always consider Paid, Owned, Earned, Shared. Your media agency should be considering a POES approach, so provide it with any context regarding other assets or communication initiatives relative to the broader marketing activity.
Articulate fewer, bigger, better KPIs. Every brief should have clear KPIs, but too many can cause lack of focus in the response. Make them tough, smart, measurable and achievable.
Ensure that KPIs are quantifiable and contextual. ‘Drive higher sales’ is vague; drive a 10% sales uplift’ lacks context; ‘Improve y on y sales by 10%, from 100 units to 110 units’ is better.
Give the agency a chance to run a separate Q&A, post briefing. The agency needs time to absorb your brief, and communicate it internally, so ensure that you allow an hour for your agency to speak to you with any initial questions raised at the start of their process.