tinyhumansai Campaign Brief
The document that stops four specialists producing four coherent things that do not fit together. Write it before anyone opens a design tool or an ad account.
When to use
- Anything is about to be produced by more than one person.
- A client asks for "a campaign" without saying what for.
Steps
- Name the one objective. One. A brief with three objectives produces work that serves none of them and cannot be judged afterwards.
- Fix the measure now — the number, and what counts as working. Written after the results, a measure makes every campaign a success.
- Name the audience from the
audiencesledger, not from imagination. If the right row does not exist, that is the first piece of work. - State the single message. If it cannot be said in a sentence, the campaign will not survive being compressed into an ad.
- Check
campaignsfor prior art. Most ideas here have been run; the closed rows say how they went, and reading them is the cheapest research available. - Set the budget and the channels, and open the
campaignsrow inproposed. Spending starts at approval, not here.
Output
A brief carrying objective, measure, audience, message, channels and budget,
and a campaigns row in proposed. Approval is the operator's.