Event
Brief
A structured brief for in-house events and experiential teams. Five titles, answered in order: Overview, Objective, Audience, Deliverables, and Timeline & Risks.
How to use this template
- Work through the five titles in order. Complete each one before moving on.
- Answer the core questions in full sentences. Write what you know, and flag what is still unknown.
- The prompts to pressure-test under each title are optional. Use them to add detail where it helps.
- Fill in the space provided, or copy the questions into your own document.
Brief details
What are you hoping to achieve?
In a sentence or two. The five titles below unpack it.
What event is being delivered, what it supports, and the role it plays for the brand.
Prompts to pressure-test
- Is this a standalone event or part of a broader programme?
- Are there any related activities this event needs to align with?
What the event must deliver, what attendees take from it, and what will be true once it has taken place.
Prompts to pressure-test
- How will success be recognised internally?
- Are there any brand or commercial priorities this event must support?
Who the event is for, the environment they experience it in, and its scale.
Prompts to pressure-test
- What level of engagement is being targeted (observe, interact, participate, co-create)?
- Are there any accessibility, safety or sensitivity considerations to account for?
What components are required, where the event takes place, and the structures it must fit.
Prompts to pressure-test
- Does this event need to adapt across locations, formats or audiences?
- Are there any elements that are explicitly out of scope?
When it goes live, what it depends on, and what could stop it landing as intended.
Prompts to pressure-test
- What is the biggest risk to this event landing as intended?
- If timing tightens, where is there flexibility in scope or scale?
This template shapes the brief. It cannot score it.
A structure gets the right questions asked. It does not tell you whether the answers hold up. iQ reads the completed brief, scores its clarity, and flags what is still missing or unclear. Weak briefs are caught here, not three weeks into delivery.