Marketing Brief Document

About this template

One page agreed before the campaign starts

A single A4 Word form for checking that the requesting department and the delivery team are reading the same sentences before spend begins. It is not a results recap; it records what will be done and how far. Detailed media plans and creative comps belong in attachments, not here.

Filling order

1. Overwrite the label above the title (Proposal / Planning) and the grey description line under it with the campaign name and a one-line summary. Circulating that grey line untouched is the most common accident.
2. Fill the four info cells – date, author, department, document number. Using the DOC-2026-001 slot for a campaign code keeps revisions findable.
3. 1. Request overview takes only who wants what by when: approver, period, budget. No ideas here.
4. Fix 2. Objectives before section 3. Targeting and messaging can only be narrowed once a judgeable number exists.
5. The last line of 3. Target and message is for prohibited wording and regulatory copy. In some industries that one line reverses everything else, so get legal review first.
6. Fill the key figures table, and print the approval table (prepared / reviewed / approved) empty for signatures.

How the lines read

• Request overview: pin the period and money down, as in “campaign period 1 May – 30 June” and “budget KRW 84M”.
• Objectives: only values with an agreed measurement, such as “12,000 new signups” and “3.4% purchase conversion”. For something like “double brand search volume”, add the baseline in brackets.
• Target and message: keep “primary target: office workers aged 25-34” and resist adding a secondary target; fix the core message as one sentence.

The four figure cells come out of the body

The key figures table is two rows by four columns, numbers on top, labels below. The defaults – KRW 84M budget, 12,000 signups, 3.4% target conversion, 61 days – are all lifted from the three body sections: budget from section 1, signups and conversion from section 2, and 61 days is the count from 1 May to 30 June. Word does no arithmetic, so editing the body means editing these four cells by hand. With only three metrics, delete a column rather than merging cells, then redistribute column widths evenly.

Where briefs go out of sync

• Changing the period in the body and leaving 61 days in the table; the mismatch is always caught at approval.
• Writing an objective like “raise awareness”, which cannot be judged when the campaign ends.
• Growing bullets to six per section until the approval table spills to a second page with nothing but signature boxes on it.