Execution
Brief
A structured brief for in-house marketing operations and delivery 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 is being executed, what it supports, and the role it plays in bringing the work to market.
Prompts to pressure-test
- Is this execution standalone or part of a wider set of outputs?
- Are there any related executions this needs to align with?
What the execution must deliver, what will be true once it exists, and how you know it has worked.
Prompts to pressure-test
- How will success be recognised internally?
- Are there any brand or commercial priorities this execution must support?
Who will encounter the execution, where they experience it, and what should be immediately clear.
Prompts to pressure-test
- Are there multiple audiences, markets or use cases involved?
- Are there any accessibility, safety or sensitivity considerations to account for?
What execution outputs are required, where they are seen, and the structures they must fit.
Prompts to pressure-test
- Does this execution need to adapt across formats, materials 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 execution 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.