Campaign
Brief
A structured brief for brand marketing teams. Five titles, answered in order: Overview, Objective, Audience, Deliverables, and Timeline & Risks.
How to use this template
- Work through the five titles in order. Complete each one before moving on.
- Answer the core questions in full sentences. Write what you know, and flag what is still unknown.
- The prompts to pressure-test under each title are optional. Use them to add detail where it helps.
- Fill in the space provided, or copy the questions into your own document.
Brief details
What are you hoping to achieve?
In a sentence or two. The five titles below unpack it.
What the campaign is, what sits at its centre, and why it is needed now.
Prompts to pressure-test
- Is this campaign part of a wider brand, seasonal or commercial programme?
- Is there any previous campaign activity this needs to align with or build on?
What the campaign must deliver, what change it drives, and what will be true once it has run.
Prompts to pressure-test
- How will success be recognised internally?
- Are there any brand or commercial priorities this campaign must satisfy?
Who the campaign is for, where they meet it, and what you already know about them.
Prompts to pressure-test
- Are there multiple audiences, markets or segments involved?
- Are there any sensitivities, cultural or regulatory considerations to account for?
What outputs are required, where they are activated, and the structures they must fit.
Prompts to pressure-test
- Does this campaign need to adapt across formats, channels or markets?
- Are there any elements that are explicitly out of scope?
When it goes live, what it depends on, and what could stop it landing as intended.
Prompts to pressure-test
- What is the biggest risk to this campaign landing as intended?
- If timing tightens, where is there flexibility in scope or rollout?
This template shapes the brief. It cannot score it.
A structure gets the right questions asked. It does not tell you whether the answers hold up. iQ reads the completed brief, scores its clarity, and flags what is still missing or unclear. Weak briefs are caught here, not three weeks into delivery.