How to Brief an Animated Video Agency for Your Next Marketing Campaign
27 April 2023 Video production tips and best practices

How to Brief an Animated Video Agency for Your Next Marketing Campaign

Learn to brief an animated video agency effectively for your marketing campaign, from defining objectives to providing constructive feedback.

In today's digital age, animated videos have emerged as a powerful tool for marketing campaigns. They grab attention, convey messages effectively, and leave a lasting impact on the audience. When it comes to creating animated videos, partnering with a specialized agency can make all the difference. However, to ensure your marketing campaign's success, it is crucial to provide the agency with a clear and comprehensive brief. In this article, we will explore the key steps involved in briefing an animated video agency, helping you achieve your marketing objectives with maximum impact.

Step 1: Define Your Marketing Objectives

Before briefing an animated video agency, it is essential to have a clear understanding of your marketing objectives. Ask yourself: What do you hope to achieve with this campaign? Are you looking to increase brand awareness, generate leads, or promote a specific product or service? Understanding your goals will enable the agency to align their creative ideas and concepts with your objectives, ensuring that the final video resonates with your target audience.

Step 2: Research and Shortlist Agencies

To find the right animated video agency, conduct thorough research and create a shortlist of potential partners. Explore their portfolios, review their previous work, and check client testimonials to gauge their expertise and capabilities. Look for agencies that have experience in creating videos within your industry or niche. This will ensure that they possess the necessary knowledge and understanding to convey your brand's unique message effectively.

Step 3: Craft a Detailed Brief

A well-crafted brief is the cornerstone of a successful animated video campaign. It should provide the agency with a comprehensive understanding of your brand, target audience, key messages, and any specific requirements or constraints. Include information about your brand's personality, tone of voice, and visual style guidelines to maintain consistency. Outline the video's desired length, preferred animation style (2D, 3D, motion graphics, etc.), and any specific elements you would like to incorporate.

Step 4: Clarify Your Target Audience

To ensure that the animated video resonates with your target audience, clearly define their demographics, preferences, and pain points. Provide the agency with insights into your customers' motivations and desires. Understanding your audience will enable the agency to tailor the video's content and messaging to evoke an emotional response and generate engagement.

Step 5: Collaborate on the Script

Work closely with the agency to develop a compelling script that conveys your key messages concisely and engagingly. The script should align with your brand's voice and tone, delivering a cohesive narrative that captures the attention of viewers. Encourage the agency to suggest creative ideas and incorporate their expertise to make the script impactful and memorable.

Step 6: Visualize the Storyboard

The storyboard is a visual representation of the script, showcasing the key scenes and their sequencing. Collaborate with the agency to visualize the storyboard, ensuring that it effectively communicates the desired message and maintains the intended flow of the video. Provide feedback and suggestions to refine the visuals, transitions, and overall storytelling, aligning them with your brand identity.

Step 7: Establish a Timeline and Budget

Discuss the project timeline and budget with the agency. Clearly communicate your expectations regarding the video's delivery date and any specific milestones. It is essential to align your budgetary constraints with the agency's pricing structure to avoid any surprises later on. A transparent and realistic discussion about timelines and budgets will facilitate a smooth workflow and ensure that both parties are on the same page.

Step 8: Provide Constructive Feedback

Throughout the production process, actively engage with the agency by providing constructive feedback. Review the drafts, offer suggestions, and communicate any changes or adjustments you'd like to see. Effective communication and collaboration will help refine the video, ensuring that it meets your expectations and aligns with your marketing objectives.


When briefing an animated video agency for your next marketing campaign, clarity and collaboration are key. By defining your marketing objectives, conducting thorough research, and crafting a detailed brief, you set the foundation for a successful partnership. By collaborating closely with the agency and providing constructive feedback, you can ensure that the final animated video effectively communicates your brand's message, captivates your target audience, and drives your marketing campaign towards success.

Emily Malone

Written by Emily Malone Marketing Manager for Venture — a full-service video production agency that specialises in producing creative videos & campaigns that get real results.

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