Campaign Brief

Campaign objective and context

[Business outcome, baseline, target, timeframe, and sponsor]

Audience, insight, and journey stage

[Segment, trigger, insight, stage, exclusion, and evidence]

Offer, proposition, and creative direction

[Offer, proposition, reason to believe, CTA, and tone]

Channel activation and production

[Channel, format, owner, quantity, dependency, and deadline]

Budget, KPI, and test design

[Budget, primary KPI, attribution, test cell, and decision threshold]

Approvals and launch checklist

[Legal, brand, tracking, QA, approver, and launch gate]

Measurement and Ownership