Campaigns go wrong when the agency starts designing before anyone agreed what success means. This brief puts the business problem, a measurable objective, the audience insight, one message, the channel plan, the budget and the approval dates in one document, in the order an agency and an approver read them.

The sample follows a fictional Brand Sprint launch at Lowmoor Studio, with a lead target, a cost per lead, a spend split that adds up and a dated timeline. Replace the problem, the numbers, the audience and the gate dates with your own, and delete any mandatory you do not need.