Write a campaign brief from facts

A useful brief constrains the creative work. Gather the actual product facts before choosing a headline: what is available, who it serves, what it costs and where the next step leads. A strong draft should not need invented testimonials or unsupported performance claims.

Work through it

1. Describe one audience and the problem they are trying to solve. Use language a customer would recognize rather than an internal product category.
2. State the offer and its conditions. Include what the customer receives, any relevant requirements, and the single action the campaign should prompt.
3. Choose the channel and available assets. Review each draft against the same facts and open the destination link as a first-time visitor.

Check your result

• Dates, availability and price match the destination.
• The offer can be understood without the headline.
• The next action works on a phone.