# Marketing brief

Fill this in with your client, ideally on a call. Mark anything not yet known as “TBC” rather than guessing.

---

## Details

Client / company: [Name]
Completed by: [Name, role]
Date: [Date]

## Background

- What’s happening in the business or market? [Answer]
- What have you tried before, and what happened? [Answer]

## Objective

- What one thing must this campaign achieve? [Answer]
- Which number will tell us it worked? [Answer]

## Audience

- Who are we talking to? [Answer]
- What do they think or do now, and what do we want them to think or do? [Answer]

## Proposition

- What’s the single most important message? [Answer]
- Why should they believe it? [Answer]

## Channels and mandatories

- Which channels are in scope (paid, social, email, PR, events)? [Answer]
- What must be included (logos, legal lines, offers)? [Answer]

## Budget and timing

- What’s the budget for fees and for media? [Answer]
- When does it launch and end? [Answer]

---

## Before work starts

- [ ] The objective is specific and agreed.
- [ ] The audience is described in a sentence or two.
- [ ] Deliverables and formats are listed.
- [ ] Budget and deadline are confirmed.
- [ ] One approver is named.
- [ ] Anything unknown is marked TBC with an owner.

---

# Example: Larkspur Interiors spring campaign

Sample answers from a fictional client.

## Sample answers

- **Objective?** 120 qualified design consultation enquiries in March and April.
- **Audience?** Homeowners in the region planning a renovation in the next six months.
- **Message?** A designed home doesn’t have to mean a designer budget.
- **Channels?** Meta ads, Google search, two emails to past enquiries.
- **Budget?** Agency fee as quoted; media budget of $6,000 paid directly.

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