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Meeting kitMarketingProject kickoff

Campaign brief template

60 minutes 8 blockspro Runs with Pro

The kickoff where a campaign brief gets written: objective, audience, insight, one message chosen by vote, mandatories and approvals.

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Free to open and edit. Running it live needs Pro, free for 14 days on every new account.

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60 min · 8 blocks, drawn to scale Fits exactly
  1. One feeling the campaign should leave behind, 3 minutes 3
  2. Business objective and how we'll measure success, 7 minutes 7
  3. Audience: who exactly, and what they think today, 8 minutes 8
  4. Insight and message board, 12 minutesBrainstorm 12
  5. Pick the single-minded message, 4 minutes 4
  6. Mandatories, channels, budget and timeline, 15 minutesDiscuss 15
  7. Approvals: who signs off, and when, 6 minutes 6
  8. Brief owner, deadline and next review, 5 minutes 5
015304560 min
  1. +0′One feeling the campaign should leave behindIn one word: what should people feel after seeing this campaign?3 minCheck-in
  2. +3′Business objective and how we'll measure successTip: One objective. If there are three, ask which one the budget is really for.7 minInfo
  3. +10′Audience: who exactly, and what they think todayTip: Describe one real person, not a demographic. What do they believe now, and what should they believe after?8 minDiscuss
  4. +18′Insight and message boardAdd an audience truth, an insight, a message idea or a proof pointTip: An insight is a truth about the audience that the brand can act on, not a statistic about the product.12 minBrainstorm
  5. +30′Pick the single-minded messageWhich message should the whole campaign carry?Tip: Replace with the top message ideas from the board. One message, said many ways.4 minVote
  6. +34′Mandatories, channels, budget and timeline15 minDiscuss
  7. +49′Approvals: who signs off, and whenTip: Name every approver now. Late approvers with new opinions are the most common cause of rework.6 minDecide
  8. +55′Brief owner, deadline and next review5 minWrap-up

In short

A campaign brief is a short document that tells the team what a marketing campaign must achieve, who it's for, what it should say and what's required. This kit gives you a 15-section brief template and a 60-minute kickoff that fills it in, with an insight and message board, a message vote and named approvers.
Time
60 minutes
Brief
15 sections
Includes
Agenda, board, brief template
Plan
Pro

Updated October 4, 2026

What's in the kit

By the end of this meeting, the team has agreed the objective, audience, insight, single-minded message, mandatories and approvals, and the brief has an owner and a deadline. The full agenda is drawn to scale above: every block has its own timer when you run it live.

The board

Audience truths
What's true about their lives?
Insights
Truths the brand can act on
Message ideas
One thing we want them to take away
Proof points
Why they should believe it

The follow-up email

Subject

Campaign brief: [campaign name] (draft)

Here's the brief from today's kickoff. Comments by ______, please.

CAMPAIGN BRIEF
Campaign: ______  Brief owner: ______  Date: ______

1. Background: why now? ______
2. Business objective: ______
3. How we'll measure success (KPIs and targets): ______
4. Audience: who they are, what they think and do today: ______
5. What we want them to think, feel and do: ______
6. Insight: ______
7. Single-minded message: ______
8. Proof points (reasons to believe): ______
9. Tone of voice: ______
10. Mandatories (logo, legal lines, brand rules): ______
11. Channels: ______
12. Budget: ______
13. Timeline and key dates: ______
14. Deliverables: ______
15. Approvals: ______ (who, by when)

Next review: ______

How to run it

  1. 1Invite the people who'll approve the work as well as the people who'll make it. Approvers who skip the kickoff tend to rewrite the brief later.
  2. 2Push for one objective and one audience. Briefs that try to do everything produce work that does nothing.
  3. 3Collect audience truths, insights, messages and proof points on the board, then dot-vote.
  4. 4Vote on the single-minded message, and let the brief owner make the final call if it's close.
  5. 5Send the brief from the follow-up the same day and set a deadline for comments.

Questions people ask

What should a campaign brief include?
Background, the business objective and KPIs, the audience, what you want them to think, feel and do, the insight, a single-minded message, proof points, tone, mandatories, channels, budget, timeline, deliverables and approvals.
What's the difference between a campaign brief and a creative brief?
A campaign brief covers the whole campaign, including channels, budget and measures. A creative brief is the part the creative team works from: the audience, insight, message and tone.
How long should a campaign brief be?
As short as possible: one or two pages. If it needs more, the campaign probably has too many objectives.

Run it with your group

pro
  • A timer for every block on the shared screen
  • Results, decisions and actions in the summary
Use this template

Free to open and edit. Running it live needs Pro, free for 14 days on every new account.

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