/ Guide

Advertising campaign brief template

A useful media brief can fit on one page if it answers the right questions.

Quick facts

What affects cost: What media budget is available, and is production separate?
Targeting: Who matters, and what makes them relevant?
Measurement: What data exists and what would constitute a useful result?
Lead time: When must the campaign be live, and are there fixed events or deadlines?

What needs to change, and why now?

What measurable commercial or communication outcome should the campaign support?

Who matters, and what makes them relevant?

Where can the audience buy, visit, apply, enquire or act?

When must the campaign be live, and are there fixed events or deadlines?

What media budget is available, and is production separate?

What assets exist, what proposition is being communicated and what claims need evidence?

What data exists and what would constitute a useful result?

List required channels, excluded channels, supplier commitments, legal restrictions or fixed locations.

Last reviewed 28 September 2026. Figures affected by current inventory, supplier data or regulation should be checked at the point of planning.

Next step

Not sure where to advertise your business? Tell us what you sell, who your customers are and roughly what you want to spend.