Pigeon Holes should be kept for Pigeons.
The more prescriptive a client is in briefing an agency the more restricted they will inevitably be in the scope of their response. The marketing function in any business exists fundamentally to sort out the interface between a product or service and it’s market.
There are a multitude of prospective problems to overcome. Thankfully there are also a plethora of solutions. The earlier you get an agency involved in the thought process alongside you, the more likely you both are to come up with the best way forward.
The briefs that get us excited tend to be the ones that focus in depth on the nature of the problem rather than going half way to providing the solution. Give the latitude to allow for creativity in strategy and you might be pleasantly surprised by the end result.
Pigeon hole an agency into providing a specific solution and you’ll never know what might have been!