Campaigns that skip a written brief tend to drift — the creative team optimizes for one goal, media buying optimizes for another, and nobody agrees on what success looks like until the results are already in. A short, structured brief that captures objective, audience, channels, budget, and KPIs before work begins keeps everyone building toward the same outcome, and gives you a document to measure results against afterward.
This generator doesn't just collect information — it formats it into a clean, copy-ready brief you can drop into a doc, Slack message, or project management tool in seconds.
Aim for a number and a timeframe where you can — "drive 500 qualified leads at CPA under $40 in Q4" gives the team something concrete to plan and measure against, versus a vague goal like "increase awareness."
Yes — the format works for both. Internal teams use it as a single source of truth; agencies use it as the starting scope document for a statement of work.
The channel list covers the most common paid and organic channels, but you can note any additional channel in the Notes field so it's still captured in the final brief.
This is a campaign-level brief focused on strategy and logistics. For asset-level creative direction (specific messaging angles, visual references, copy examples), you'll likely want a supplementary creative brief alongside this one.