If you’re just planning your first or next advertising campaign, you must be wondering whether to implement it on your own or perhaps outsource this task to a specialized agency. Undoubtedly, both solutions have their pros and cons. In the case of the former, you use a lot of resources (staff, money), but the result you get is fully in line with the vision and mission of your brand, the goals you set, and the way you communicate. When it comes to the external provider, such an outcome may be more difficult, but not impossible to achieve – the key is a well-prepared marketing brief. In today’s blog post, we will explain what a marketing brief is, what elements it should include and why you should take time to prepare it. Read on to find out more.

Marketing brief – table of contents:

  1. Why write a marketing brief?
  2. How to write a perfect marketing brief?
  3. What to include in a marketing brief?
  4. Summary

Why write a marketing brief?

A marketing brief is nothing but a document that you present to an external agency or to an internal team if the project is assigned to another department in a company. It provides information about the needs and expectations of the campaign. It serves as a starting point for the agency to prepare a strategy to achieve the expected results, which requires a good understanding of the needs of the target group the campaign will be aimed at. It is usually based on a template provided by the agency, and then discussed in meetings to clarify any doubts and start work.

marketing brief

How to write a perfect marketing brief?

How to create a “perfect” marketing brief? Such a document should contain a lot of specific information that will let the agency learn about your expectations and develop a successful action plan. At the same time, however, it must be flexible enough to allow marketers to use their experience and creativity when developing the idea and implementing the campaign. Keep in mind that every marketing campaign is different and needs to be tailored to the clients’ individual needs and the chosen target group, which is best achieved by a comprehensive brief.

What to include in a marketing brief?

So what to do to create a perfect marketing brief? It’s best to take the following steps and include the elements listed below:

Step 1: Start with a description of your company and the product or service you offer

When the project is carried out by an internal department, this section is not so important, but in the case of outsourcing the preparation of your campaign to the agency, it is crucial to explain to its employees what your company does. It is essential not only to clarify what products or services it offers, but also what its unique selling point is (USP), which should be leveraged in the campaign.

Step 2: Define your objectives and the target group

Your marketing brief should include clearly defined goals that the client wants to achieve through the campaign – without it, the agency will not even know where to start. The main objective should be formulated using the SMART method, so it ought to be specific, measurable, achievable, relevant and time-bound. What is more, the agency needs to know who exactly the campaign is aimed at so that it can tailor its message and channels to the preferences of the target audience. That’s why you should provide it with data related to the demographics, behaviors or preferences of the people you want to reach.

Step 3: Decide what you want to communicate

You should also inform the marketing agency what the message of your campaign is supposed to be – that is, the main idea that your target audience is to get from it. The message should not only be aligned with the objective of the campaign , but also concise and understandable to everyone. What is more, it ought to address the unique features of your product/service, and be fully consistent with the marketing strategy you have adopted. It’s also worth mentioning what online and offline communication channels you would like to use. If you don’t know how to craft a successful campaign message, ask the agency to organize a brainstorming session to help you come up with the idea.

Step 4: Set the budget and deadlines

Eventually, remember to point out some important issues – that is, what budget you have at your disposal (it’s best to specify the maximum amount of money you want to spend), and when the campaign should be ready. It’s also important to clarify when it should start and how long it ought to last. Try to be realistic. Don’t overestimate your financial capabilities and plan enough time for the development and execution of the campaign.


An ideal marketing brief should include information about your brand and product/service, the purpose of the campaign, the target audience it is aimed at or the message that matters to you. You can’t forget about such technical issues as the budget and important deadlines, as well as extra requirements and suggestions the agency should take into account (e.g., brand image, communication style, tone of voice etc.). The more information you provide, the better the results you can expect. However, you must take into account the so-called curse of knowledge, and the fact that what is clear to you, may not be necessarily clear to others.

Read also:What is benchmarking?

If you like our content, join our busy bees community on Facebook, Twitter, LinkedIn, Instagram, YouTube, Pinterest, TikTok.

How to write a perfect marketing brief in 4 simple steps zofia lipska avatar 1background

Author: Zofia Lipska

With over 10 years of experience in digital marketing, Sophia not only knows the rules of this industry but above all knows how to break them in order to achieve outstanding and creative results.