Close this search box.
Story Events
Emirates Old Trafford
Smart Group - Electric Xmas

How to brief your agency

Woman on Phone

Are you thinking of putting on an event, or in the process of organising one? If so, will you be using an event production or AV company to help realise it?

Sometimes companies will enlist the help of event production during the final stages of event preparation presenting them with a limited list of requirements, but as Paul, Account Manager at Eclipse outlines, this approach won’t guarantee them their desired outcome.


To help you make your next event a success – whether it’s a conference, exhibition, product launch or awards ceremony – read Paul’s step-by-step guide to how best to brief your agency.

Step one: Enlist our help from the start

Being involved with an event from the initial stages puts us in a great position to not only develop it together with a planner but to also advise the best approach to producing the show.

Providing as much information you have access to at the planning stage is helpful. Giving us access to floor plans, venue layouts and even a rough idea of who will be on stage and what will be happening at the event, enables us to plan our service effectively and advise on any logistical challenges.

Step two: Provide us with all the details

As mentioned in Step one, the more detail we have from the start the better. That goes for any brief we receive, whether the job is a small or large one. Our advice is to break down the brief into areas, such as sound requirements, video or screen presentations and lighting.

Providing us with images or specifications from previous events can also help us understand its origins and will enable us to ensure branding is consistent.

Step three: Share your vision

While providing practical details will help in the planning, so too will sharing the ultimate vision and aims. Understanding what the event is trying to deliver for our client and its attendees enables us to develop appropriate designs and ideas to ensure every aspect is on-message.

Step four: Tell us your budget

Some clients are reluctant to divulge their budget, or perhaps aren’t clear how much they can spend in the early stages. However, even a rough budget helps us to tailor services accordingly and deliver the best results. Costs can vary when it comes to creating custom-built staging and set designs, so having an idea of budget from the start means we can provide the best value and, crucially avoid giving clients a fright when presented with a bill.

Step five: Keep us informed

While we are commissioned to produce an event on behalf of an organiser, we see the relationship with our clients as a partnership. The secret to any successful partnership is communication and openness, so we always encourage an open dialogue throughout the process.

Keeping communication lines open on all areas, from designs to budgets, means we can clearly translate a client’s needs to help us, and them achieve the best possible outcomes for all stakeholders.