What to include in a campaign brief

Name the decision you want

Describe the action you want the audience to take and why it matters to the business.

Make the offer specific

Explain the product or service, the audience problem it addresses and the evidence supporting your claims.

Map the full response path

Include the ad or content, the landing page, the enquiry mechanism and the follow-up. A campaign does not end at a click.

Set measurement expectations

Agree what counts as a useful enquiry and who can report what happens after it. Differentiate activity from actual business outcomes.