If you’re wondering how to write an event brief, you’re not alone. Putting one together can feel like one more job on an already long list, but spending a little extra time getting it right at the start can save days of back-and-forth later.

Whether you’re planning a conference, an away day, a product launch or an evening celebration, the brief is where the whole project actually begins. The more clarity we have as an agency upfront, the faster and better we can help.

Below, we’ve pulled together the 12 questions we find most helpful to understand right from the off. They don’t all need to be answered in detail, but we find the more context that is shared, the better equipped we’re are.

If you’re learning how to write an event brief, these are the questions that will help you create one that’s clear, practical and useful.

The essential questions

1. Why are you holding the event?

Every event needs a reason to exist beyond “it’s that time of year again.” Is it to celebrate, to sell, to educate, to build relationships? The reason shapes everything that follows.

2. What does success look like?

Success means different things to different clients: attendance numbers, leads generated, feedback scores, repeat bookings, or simply “everyone had a great time.” Knowing what your objective are from the start means the whole event can be built to hit that target.

3. Who is attending?

Client-facing or internal, senior leadership or entry-level, 30 people or 3,000; the audience changes almost every decision, from venue to format to tone. Guest numbers influence venue choice, catering, staffing and budgets, and significant changes later in the planning process can be costly and difficult to accommodate.

4. What’s the budget?

We know this can feel like an uncomfortable question to answer honestly, but a realistic budget upfront means we can tell you what’s genuinely achievable, rather than presenting options that aren’t deliverable. I always say to clients ‘by telling us your budget doesn’t mean we’re going to spend it all’ – it just gives us a good guide on which venues to approach and to manage our clients expectations.

5. What are the dates – and how fixed are they?

Some events have a date set in stone; others have more flexibility than people realise. Knowing which one you’re working with affects venue availability, supplier costs and how much room there is to get creative.

6. Are there any accessibility requirements?

Step-free access, dietary requirements, quiet spaces, BSL interpreters; these all need to be considered from the start. The earlier they’re factored into the brief, the easier it is to create an event that’s genuinely accessible for everyone, rather than trying to retrofit solutions later.

7. Is it in-person, hybrid, or virtual?

This affects everything from venue choice to tech requirements to run-of-show timings, so it’s worth deciding early rather than adding it in halfway through planning. Switching from an in-person event to a hybrid format later on can introduce significant additional production and technical requirements, so it’s always better to discuss this upfront, even if the decision hasn’t been finalised.

8. Is the audience internal, external, or both?

An internal team celebration and a client-facing brand moment need very different approaches, even if the guest list is a similar size.

9. Who are the decision makers?

Knowing who needs to sign off, and when, avoids delays further down the line, especially when timelines are tight. It helps keep feedback clear and consistent, rather than multiple stakeholders pulling the project in different directions. It’s also helpful to understand how long your internal approval process typically takes. Building realistic sign-off times into the project plan allows us to keep momentum going and help avoid unnecessary delays when key decisions need to be made.

10. What do you want the attendees to See, Hear, Taste, Learn and Feel?

Our five favourite questions. These dictate so many of the decisions that are made throughout the event – from F&B, AV, Branding, Entertainment etc.

11. What’s the tone or style you’re picturing?

Formal and polished? Relaxed and social? Bold and immersive? Even a rough steer here helps shape ideas that feel right from the first conversation.

12. What’s already fixed, and what’s still open?

Sometimes a venue’s already booked, a speaker’s confirmed, or a budget’s been capped. Being clear on what’s locked in and what’s still up for discussion helps an agency know exactly where they can add the most value.

Ready to put your brief together?

A brief doesn’t need to be perfect, and it certainly doesn’t need to answer every question before you get in touch – that’s why we ask these questions when we have our initial call. Often, the best briefs are developed through conversation and collaboration. We know what works – and what doesn’t and often help our clients develop their brief.

These 12 questions are simply a useful starting point to help everyone get on the same page more quickly.

Of course, we also know that event planning rarely happens in a straight line. Budgets shift, attendee numbers change, stakeholders have new ideas and priorities evolve. That’s all part of the process.

The more clarity we have at the start, the smoother planning tends to be, but if things do change along the way, we’re built to adapt. Flexibility is part of how we work, and we’ll always help you find the best way forward.

If you’re planning an event and want a hand shaping your brief, or you’d rather talk it through than write it down, we’re always happy to help.

Hippo offer Event Project Management and Global Venue Finding services. Contact us today on 01372 460 100 or events@hippoevents.co.uk to see how we can assist.