Money Matters: Why it pays to set the budget before the brief

Budget transparency is crucial for both agencies and clients to maximise the value of their collaborations. Hamish Cargill explains.

“This sounds like a complex, interesting brief. What’s your budget?”

As an agency, it’s the question that can change the course of everything.

Of all things – clear brief, capable client, cohesive stakeholder set – it’s budget that really sets the tone for any major project.

In a perfect world, by the time you’re having this conversation you already know the budget because it’s written in the brief. And that brief is a good one.

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Read the full article on AdNews.

Hamish Cargill is Director of XXVI, our in-house brand character studio.

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