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campaign-brief

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更新日2026年7月19日 00:57

Use when a client request is ready to become production work and you must brief creative or media — turning a vague ask into an objective, an audience, and constraints the team can build against.

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Campaign Brief

Run this before any creative or media work starts. The brief is the contract between the account and the people who make the work: a thin brief produces the wrong thing on time, which is worse than the right thing late.

Steps

State the single objective. One measurable thing this campaign must move — awareness, leads, sign-ups, sales. If there are three objectives, there is no objective; pick the one that matters and rank the rest.
Name the audience. Who specifically, in what mindset, seeing this where. "Everyone" is not an audience.
Set the message. The one idea the audience should take away, and the single most persuasive reason to believe it. Everything downstream serves this.
List the deliverables and channels. Each asset, its channel, and its spec or length. Vague deliverables become scope fights later.
Fix the constraints. Brand rules, mandatory inclusions, legal or claims limits, tone, budget, and the deadline. Write "none stated" where true; never assume a constraint away.
Define done. What the finished work must satisfy to be accepted, and who accepts it. Make each criterion observable.
Confirm before you staff. The account manager confirms the objective and constraints with the client, in writing, before creative or media begins.

Quality bar

The objective is one sentence and measurable.
Copy and design could each start from this brief without a follow-up call.
Every deliverable has a channel and a spec.
The definition of done is observable and has a named acceptor.

Output format

CAMPAIGN: <name>   ACCOUNT: <client>
OBJECTIVE: <one measurable sentence>
AUDIENCE: <who / mindset / where>
MESSAGE: <the one idea> — <reason to believe>
DELIVERABLES: <asset — channel — spec, each>
CONSTRAINTS: <brand / legal / tone / budget / deadline, or "none stated">
DONE WHEN: <observable criteria> — accepted by <name>

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Campaign Brief

Steps

State the single objective. One measurable thing this campaign must move — awareness, leads, sign-ups, sales. If there are three objectives, there is no objective; pick the one that matters and rank the rest.

Name the audience. Who specifically, in what mindset, seeing this where. "Everyone" is not an audience.

Set the message. The one idea the audience should take away, and the single most persuasive reason to believe it. Everything downstream serves this.

List the deliverables and channels. Each asset, its channel, and its spec or length. Vague deliverables become scope fights later.

Fix the constraints. Brand rules, mandatory inclusions, legal or claims limits, tone, budget, and the deadline. Write "none stated" where true; never assume a constraint away.

Define done. What the finished work must satisfy to be accepted, and who accepts it. Make each criterion observable.

Confirm before you staff. The account manager confirms the objective and constraints with the client, in writing, before creative or media begins.

Quality bar

The objective is one sentence and measurable.

Copy and design could each start from this brief without a follow-up call.

Every deliverable has a channel and a spec.

The definition of done is observable and has a named acceptor.

Output format

CAMPAIGN: <name> ACCOUNT: <client> OBJECTIVE: <one measurable sentence> AUDIENCE: <who / mindset / where> MESSAGE: <the one idea> — <reason to believe> DELIVERABLES: <asset — channel — spec, each> CONSTRAINTS: <brand / legal / tone / budget / deadline, or "none stated"> DONE WHEN: <observable criteria> — accepted by <name>

name	campaign-brief
description	Use when a client request is ready to become production work and you must brief creative or media — turning a vague ask into an objective, an audience, and constraints the team can build against.