A clear brief gives everyone involved in a campaign a shared direction. It helps creative, media and website decisions support the same goal.

Define the decision you want to influence

Describe the audience and what they need to understand before taking action. Include the service, location and intended next step. Avoid treating everyone who might see an advert as the same audience.

Choose a focused message

Identify one main reason to pay attention, supported by information you can substantiate. Specify which questions the landing page should answer and which assets the team needs to create.

Agree how you will review results

Decide what a useful enquiry looks like and how it will be recorded. Include the budget, review period and responsibilities. Keep the brief short enough to use during production, then return to it when assessing the campaign.