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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.
Sets out what sits at the centre of the campaign and why it is needed now.
Client Brief Agency strategy teamsCaptures what the client is asking for and the situation behind the request.
Creative Brief Agency creative teamsFrames the thinking required, the tension it answers, and what success looks like.
Defines what is being created, what it supports, and where the audience meets it.
Copy Brief Agency copywriting teamsSets the role of the copy and the sensitivities, variants and language constraints it must respect.
Design Brief In-house design teamsEstablishes what is being designed, what it supports, and who will use it.
Digital Brief In-house digital and web teamsDefines the output, the role digital plays, and where the audience encounters it.
Event Brief In-house events and experiential teamsCovers what is being delivered, its scale, and the environment the audience experiences it in.
Execution Brief In-house marketing operations and deliverySets out what is being executed and what must be immediately clear to the audience.
Video Brief In-house video and motion teamsDefines the role of the video and how much attention the audience will give it.
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