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Marketing24 topics

Campaign brief

The one-page brief a creative team can actually work from — single audience, single message, single measurable outcome.

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Campaign briefSuccessWhen we reviewBenchmark to beatPrimary metricMandatoriesAccessibilityLegal or complianceBrand rulesDeliverablesOwner per assetChannelsFormats and sizesSingle messageWhy they should believe itOne sentenceAudienceWhat we want them to thinkWhat they think nowWho exactlyThe askBudgetBy whenWhat we need made

What is inside

  • Campaign brief
  • The ask
  • What we need made
  • By when
  • Budget
  • Audience
  • Who exactly
  • What they think now
  • What we want them to think
  • Single message
  • One sentence
  • Why they should believe it
  • Deliverables
  • Formats and sizes
  • Channels
  • Owner per asset
  • Mandatories
  • Brand rules
  • Legal or compliance
  • Accessibility
  • Success
  • Primary metric
  • Benchmark to beat
  • When we review

Make it yours

Using a template creates an independent copy in your workspace. Edit, restructure or delete anything — the original stays put.

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