Most weak campaigns start with a weak brief. You don’t need a long document. One clear page is enough if it answers the right questions.
The one-page brief
- Business goal. What should change after the campaign: enquiries, sales, bookings, awareness in a new market? Pick one main goal.
- Audience. Who exactly are we talking to, and what do they already believe about you?
- Single message. If people remember one sentence, what is it?
- Proof. Facts, results, testimonials or product details that make the message believable.
- Channels and formats. Where will it run: social, outdoor, TV, website, packaging? This decides the shoot and design formats.
- Budget range. A range, not a secret. It lets the agency propose what is realistic instead of guessing.
- Timeline. Launch date, approval dates and who signs off.
- References. Two or three campaigns you like and one you don’t, with a line on why.
- Mandatories. Legal lines, brand rules, languages (Arabic, English or both).
Common mistakes
- Asking for “something viral” instead of a business goal.
- Listing five equal messages. Pick one.
- Changing the decision-maker halfway through.
- Hiding the budget, then judging every proposal as too expensive.
What happens next
With a clear brief, the agency can return a concept board, a timeline and a cost range. If you want to see how we turn a brief into a campaign, look at Gold’s Gym or Verdi, or explore our creative service.
