# 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 |