The best way to brief in 2026? Embrace the "unwritten"

The brief is what ultimately defines a project’s how and why, making it an important part of the client-agency relationship, and integral to an event’s success.

What happens, then, when there is no brief at all?

For Creative Services Director, Becca Shanks, this is where the "unwritten brief" comes in. An approach whereby agencies devote the time to understanding their clients, and one where purposeful partnerships are key, it’s about mutual understanding and respect.

So much so, that agencies can identify the big three without a brief at all: the challenge, why it matters, and the solution/s.

Becca believes the unwritten brief will win in 2026, and delves into this view with industry publication M&IT, by:

• Commenting on the current state of play and why agencies must step up to support with big picture thinking and long-term planning
• Discussing the importance of agency curiosity and its influence on the experience design process
• Defining the unwritten brief in further detail
• Advocating for a purpose over churn approach to client-agency partnerships

You can access the entire piece via M&IT here.