Briefing templates
Most briefs fail before anyone writes a word. The objective is vague, the audience is assumed, and nobody says so out loud.
Ten structured templates that force the questions teams skip. Fill one in, or hand it to your agency as the starting point.
Start here
Three templatesCampaign Brief
Sets out what sits at the centre of the campaign and why it is needed now.
Open template Agency strategy teamsClient Brief
Captures what the client is asking for and the situation behind the request.
Open template Agency creative teamsCreative Brief
Frames the thinking required, the tension it answers, and what success looks like.
Open templateBy discipline
Seven templatesContent & Social Brief
Defines what is being created, what it supports, and where the audience meets it.
Open template Agency copywriting teamsCopy Brief
Sets the role of the copy and the sensitivities, variants and language constraints it must respect.
Open template In-house design teamsDesign Brief
Establishes what is being designed, what it supports, and who will use it.
Open template In-house digital and web teamsDigital Brief
Defines the output, the role digital plays, and where the audience encounters it.
Open template In-house events and experiential teamsEvent Brief
Covers what is being delivered, its scale, and the environment the audience experiences it in.
Open template In-house marketing operations and deliveryExecution Brief
Sets out what is being executed and what must be immediately clear to the audience.
Open template In-house video and motion teamsVideo Brief
Defines the role of the video and how much attention the audience will give it.
Open templateA template asks the questions. iQ tells you whether the answers hold.
These templates structure the thinking. iQ scores the completed brief for clarity and flags what is missing or unclear, before the work moves forward.
Fill one in, send it to us, and we will score it live on a 30-minute call, on your brief, not a sample.
Send us your brief