Campaign Brief: [campaign name]
Creative brief – proposition, mandatories, metrics
How to use: Briefing creatives. One proposition – if two ideas compete, the campaign is already diluted.
Preview
Campaign Brief: [campaign name]
The single document creatives build from. If the brief is fuzzy, three revision rounds later it still won't be.
| Field | Value |
|---|---|
| Campaign | [name] |
| Owner | @name |
| Budget | $N |
| Flight dates | YYYY-MM-DD to YYYY-MM-DD |
| Due for review | YYYY-MM-DD |
Objective
One measurable outcome: [e.g. N qualified leads / N% lift in X]. Not "awareness" – a number.
Audience
- Who: [segment, precisely]
- Insight: [the true thing about them this campaign exploits]
- Barrier: [why they don't act today]
Single-minded proposition
[The ONE thing this campaign must communicate. If there are two, pick the stronger one.]
Proof points
- [reason to believe 1]
- [reason to believe 2]
Mandatories & guardrails
- Must include: [logo rules, legal lines, CTA]
- Must not: [claims we can't support, competitor names, ...]
- Tone: [from brand guidelines]
Deliverables
| Asset | Format | Due | Owner |
|---|---|---|---|
| [asset] | [size/length] | YYYY-MM-DD | @name |
Success metrics
| Metric | Target | Measured by |
|---|---|---|
| [primary] | N | [tool] |
| [secondary] | N | [tool] |
Approvals
| Stakeholder | Approves | By |
|---|---|---|
| @name | [creative / legal / budget] | YYYY-MM-DD |