Briefing 101

Whether you're just getting started or already a pro, here's everything you need to draft and present a brilliant marketing brief

Overview

Brief Templates

Download free marketing, creative, campaign, and media brief templates. Available in Word (.docx), PowerPoint (.pptx), and PDF formats, with guides on when to use each one.

How to write the perfect marketing brief

A step-by-step guide to writing a marketing brief that gets results. Includes real examples from Nike, IKEA, and Oatly, plus links to free downloadable templates.

How to write the perfect creative brief

A step-by-step guide to writing an inspiring creative brief - with real-world examples from Nike, Spotify, and Snickers, plus a free downloadable template.

Deep dives

How to start writing a marketing brief

Everything you need to do before you start writing a brief.

How to define your marketing challenge

How to write a sharp problem statement for your marketing brief to inspire your agency and get you to better work.

How to set marketing objectives

Learn how to set SMART marketing objectives that actually drive results. Includes 15 copy-paste-ready examples across business, marketing, and communications objectives.

How to segment your market

What is market segmentation? Learn the definition, the three main types (demographic, psychographic, behavioural), real brand examples, and a step-by-step process for creating your own.

How to find your target audience

Learn what a target audience is, how to find yours, and how to describe it in a marketing or creative brief. Includes B2B and B2C examples from Nike, Starbucks, and more.

How to write a value proposition

Learn to craft a compelling value proposition for your brand.

How to craft key messages

Key messages are what you hope your audience will remember after they see your campaign. Learn how to craft them in this article.

How to find an insight for your brief

What is a marketing insight? Learn the different types, why they matter, and how to find them for your next brief - with real-world examples from BrewDog, Dove, and more.

Finishing Touches

How to summarise market research

Avoid the 100-page briefs by learning how to summarise your marketing research into actionable, snackable insights.

How to get the admin right

Tie a pretty bow on your brief with all the detail your agency will need.

How to make your brief inspiring

There's nothing worse than a boring marketing brief. Find out how to make yours inspiring here.

How to brief your agency

Top tips for delivering your brief to your agency or creative team.