Every outstanding activation starts with a brief that removes doubt. Models who know exactly what “great” looks like can focus on connection, not guessing. After producing hundreds of events as a models agency from 1500 AED based in Dubai, we’ve distilled a briefing format that consistently drives results. Use this as a template and tune it to your brand voice.

1) Objective and outcome. Begin with one paragraph that states the mission and the finish line. “We’re unveiling a limited-edition timepiece to 200 guests; success looks like 50 qualified leads and 20 boutique appointments.” Models aren’t just faces—they can be strategic partners when you share the why, not just the what.

2) Guest profile and tone. Who is attending? What do they care about? A luxury audience expects warmth without pushiness; B2B attendees value speed and substance. If your founders are in the room, describe their role so the team can mirror energy and vocabulary. Include two or three example greetings that sound like your brand.

3) Roles and responsibilities. Spell out the cast list. Who greets and manages the queue? Who handles escort? Who runs discovery for lead gen? Who schedules demos or appointments? If you’re staging a runway or live presentation, add cues (“Model A opens, Model B follows after 15 seconds,” etc.). Role clarity reduces overlap and elevates confidence.

4) Run-of-show. A timeline is your backbone. Include call, glam, doors, key moments, and wrap. Identify risk points where timing often shifts (e.g., speeches running long) and the plan if it happens. Add a WhatsApp group link for real-time micro-adjustments.

5) Wardrobe, glam, and grooming. Provide a color palette, silhouettes, footwear, and accessories to avoid. Add photos. If you require on-brand lipstick or nail tones, name them. State whether hair is up or down, and whether tattoos should be covered. Include a backup option—Dubai venues vary in temperature, and a smart blazer can save the day.

6) Talking points and scripts. Give the team two or three key messages and the shortest path to each call-to-action. For lead gen, that might be “Qualify interest, then invite a hands-on demo.” Scripts should sound human. Include gentle opt-outs for guests who prefer browsing: “If anything catches your eye, I’m right here to help.”

7) Data capture and tools. Specify the device (tablet or phone), the app or form link, and the minimum fields required. If badges are used, explain scanning etiquette. Set a daily target and a “stretch” goal. Praise wins publicly; people rise to clear, achievable numbers.

8) Etiquette and boundaries. Explain photo permissions and social policy. Clarify what to do if a guest oversteps, or if a media request arrives without prior approval. Add the escalation ladder: first the on-site coordinator, then the client lead.

9) Logistics essentials. Pins for parking, access route screenshots, booth location, contact numbers, and a map of washrooms and green rooms. This saves time and reduces stress, especially in sprawling venues.

10) Contingencies and “what ifs.” What if the speaker is late, the DJ needs ten more minutes, or the arrives early? Create three micro-scenarios with a simple action for each. Rehearsing plan B makes plan A feel easier.

A brief is also a morale tool. When people feel prepared, they perform with poise. In our experience, the difference between a good night and a great one is often a four-page document that lives on everyone’s phone. If you want an editable template, ask your agency for a copy—we maintain role-based checklists for exhibitions, hospitality suites, fashion, and private previews. Share your draft 48 hours ahead so we can pressure-test and spot gaps.

One more pro tip: keep the language precise but warm. Replace “Models must” with “Our team will.” It sets a collaborative tone that reflects the way Dubai does business—ambitious, polished, and human. With the right brief, you can turn a beautiful concept into a measurable outcome, reliably.