Your agency needs the useful evidence, including the uncomfortable bits.
Share previous campaign results, customer objections, sales feedback and work that failed. Explain the circumstances. An unsuccessful campaign might have had a weak offer, slow follow-up or a landing page that did not work on mobile.
Raw data without context can mislead. So can a polished presentation that leaves out anything awkward.
Keep the brief readable. Summarise the findings that matter, then link to supporting material. Label facts, assumptions and unanswered questions clearly.
This lets the agency build on existing knowledge and identify where research is still needed. It also reduces the risk of paying to repeat an experiment without learning anything new.
Leave room for the agency to challenge your interpretation. If your team believes price is the barrier, but customers keep mentioning trust, that deserves a conversation before anyone writes another discount ad.
