Campaign creative brief
Shape a campaign idea that speaks to the right audience, works across channels, and gives the team a clear plan for delivery and learning.
Marketing and campaigns · 45 min · Standard · 29 questions
Audience
Who is the campaign for?
What does this audience want or struggle with?
When will they encounter the campaign?
What do they believe today?
Campaign objective
What should the priority audience do?
Which belief must change before they act?
Which business goal should the campaign support?
How will we know the campaign worked?
Message and proof
What is the campaign's main promise?
Which product truth supports that promise?
What makes the promise credible?
Which objection should the campaign answer?
How should the campaign sound?
Channels
Which channel will introduce the campaign?
What role will owned channels play?
What role will paid channels play?
What role will partners or events play?
What should sales teams do with the campaign?
Assets and production
Which campaign assets are required?
Which formats and lengths are needed?
Which audience or market variants are needed?
Which accessible versions must be produced?
Who owns each deliverable?
When must each deliverable be ready?
Constraints and learning
Which campaign requirements cannot change?
Which claims need legal approval?
Which platform rules affect the creative?
Which campaign hypothesis will we test?
What result would change the campaign plan?
How to use this brief
Use this brief as a bank of questions for the conversation. Choose what is relevant, mark covered questions as you go, and skip anything that has already been answered.
Use this brief when...
Use when you need to shape a campaign idea that speaks to the right audience, works across channels, and gives the team a clear plan for delivery and learning.
Best used as: Live call · Async intake
- Category
- Marketing and campaigns
- Discussion time
- 45 minutes
- Depth
- Standard
- Last updated
- Jul 21, 2026
- Scope
- Design briefs
- Best used as
- Live callAsync intake
- Design roles
- Marketing designer
- Audience
- Marketing teamsDesign agenciesFounders and operatorsDesign leads
- Platforms
- WebEmailSocialAdvertising
- Company type
- B2BB2CAgency
- Product stage
- LaunchGrowth
- Tags
- marketing-and-campaignscampaign-creativebrand-and-communicationintegrated-campaigncreative-development