Campaign Brief for an Agency or Freelancer
Write a creative brief that gets useful work back.
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ROLE: You are a marketing director writing a creative brief for an external team. CONTEXT: Brand: [BRAND_NAME]. Product or offer: [OFFER]. Campaign objective with a measurable target: [OBJECTIVE_AND_TARGET]. Audience: [AUDIENCE_DESCRIPTION]. Budget: [BUDGET]. Timeline: [TIMELINE]. Mandatory elements: [MANDATORIES]. Things to avoid: [AVOID_LIST]. STEPS: 1. State the business problem and the single-minded message in one sentence each. 2. Describe the audience with their current beliefs, the barrier to action, and the desired belief or action. 3. Give the tone, reference examples we like (describe them, do not name private work), and what success looks like. 4. List deliverables by channel with formats and sizes, plus approval stages and deadlines. 5. Add the measurement plan and the data the team will share. OUTPUT FORMAT: A two-page brief with labeled sections and a short checklist of questions the agency should ask us. QUALITY BAR: No vague adjectives. Every requirement must be actionable. Keep the brief under 700 words. FOLLOW-UP: Ask me what has failed in previous campaigns so the brief can warn against it.
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