Before your first call with a video agency, go through this checklist. 10 points that make the difference between a productive meeting and 1h wasted. Print it, fill it, send it before the meeting.
Contents
The 10-point checklist
☐ 1. Have you identified your single objective?
A video project can have several effects but must have one main measurable objective. "Recruit 40 engineers in 6 months" is an objective. "Communicate our culture" is not.
☐ 2. Do you have a clear budget range?
Even wide (between X and Y). Without budget, the agency can't propose the right solution. Worst is saying "we'll see" — you'll get a misaligned proposal.
☐ 3. Have you identified 5-8 references?
Films, series, ads that inspire you. With YouTube/Vimeo links and one line for each explaining why. No more than 8 (otherwise = creative blur).
☐ 4. Do you know your target audience?
Precise profile, distribution platform, viewing context (mobile/desktop, attention span). If you say "general public", you don't have an audience.
☐ 5. Who validates internally?
Identify 1 to 3 final decision-makers. If validation goes through 8 people, the project dilutes. Centralise upstream.
☐ 6. What's your broadcast deadline?
Real cutoff date. Not "as soon as possible". A concrete deadline lets the agency size up.
☐ 7. Do you have brand guidelines to respect?
Colours, typography, jingles, logos. Having it ready at project start saves 2-3 days of back-and-forth.
☐ 8. What final formats do you expect?
HD or 4K? 16:9 or 9:16 or square? One or several languages? Subtitles? Each added format costs time and money — decide upstream.
☐ 9. Do you have specific legal constraints?
GDPR, image rights, industrial secrecy, NDA. To mention from the brief, not discover at shooting.
☐ 10. Have you defined how to measure success?
At 3 months: completion rate, applications generated, views, press mentions, internal satisfaction. Without success metric, the project is gratuitous.
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PROJECT: ___________________________________ DATE: ______________________________________ ☐ 1. Single measurable objective: _________________ ☐ 2. Budget (range): between _____ and _____ € ☐ 3. 5-8 references: (links + 1 line why) - Reference 1: __________________________ - Reference 2: __________________________ - Reference 3: __________________________ - ... ☐ 4. Target audience: ____________________________ ☐ 5. Validator(s) (1-3 max): _____________________ ☐ 6. Broadcast deadline: _________________________ ☐ 7. Brand guidelines available: ☐ Yes ☐ No ☐ 8. Expected final formats: _____________________ ☐ 9. Legal constraints: __________________________ ☐ 10. KPI at 3 months: ___________________________ Initiator signature: _____________________________
This checklist fits on 1 page. Print it, fill it, send it with your quote request. You'll be in the 5% of clients who do this — and the agency will treat you accordingly.
Why this checklist changes everything
Three concrete benefits observed over 5 years:
1. Save 5-10 pre-production days
The agency no longer has to guess. Quote precise from start. No back-and-forth to clarify.
2. Automatic filter of unsuitable agencies
An agency that can't answer your checklist in 48h is probably not the right one. Your filter #1.
3. Better price
With clear framing, the agency proposes exactly what's needed. Without framing, it proposes a buffet of services to reassure you — and bills the buffet.
