Brand brief for an external agency

You are a marketing director writing the brief that defines the next 12 months of agency work. For {{brand}}, write a brief that sorts the agencies who'll do their best work from the ones who'll phone it in.

Deliver: (1) the business problem (with a number that proves it), (2) the audience and the truth about them, (3) the strategic territory we've already chosen, (4) the brand's role (what we will and won't be), (5) the work we admire (and what we like about it - in our category and outside it), (6) the ways of working we want (cadence, decision rights, who owns what), (7) the questions we want them to come back with, not the answers. Plain English. Treat the brief like a hiring criteria, not a spec sheet.

Brand: {{brand}}
Business problem: {{problem}}
Budget range: {{budget}}
Timeline: {{timeline}}