# Campaign Brief

> Turn a request into a brief the whole agency can work from, with the measure fixed before anything is produced.

- Skill: `tinyhumansai/campaign-brief` (Agent Skill)
- Install (CLI): `npx skillmds@latest add tinyhumansai/campaign-brief`
- Raw SKILL.md: https://api.skillmd.com/api/skills/tinyhumansai/campaign-brief/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Marketing & Growth
- Author: tinyhumansai (https://skillmd.com/u/tinyhumansai)
- Updated: 2026-09-22
- Page: https://skillmd.com/skills/tinyhumansai/campaign-brief

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# 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

1. **Name the one objective.** One. A brief with three objectives produces work
   that serves none of them and cannot be judged afterwards.
2. **Fix the measure now** — the number, and what counts as working. Written
   after the results, a measure makes every campaign a success.
3. **Name the audience from the `audiences` ledger**, not from imagination. If
   the right row does not exist, that is the first piece of work.
4. **State the single message.** If it cannot be said in a sentence, the
   campaign will not survive being compressed into an ad.
5. **Check `campaigns` for prior art.** Most ideas here have been run; the
   closed rows say how they went, and reading them is the cheapest research
   available.
6. **Set the budget and the channels**, and open the `campaigns` row in
   `proposed`. 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.