In short: Be specific about the audience and the outcome. Everything else follows from those two.
A brief is the single input that shapes every output. Concepts, copy, imagery and formats are all derived from it.
The difference between a good campaign and a generic one is almost always in the brief rather than the generation.
Say who it is for
Pick the persona you are actually targeting. The same product pitched to different audiences produces genuinely different campaigns.
Say what should happen
Awareness, consideration and conversion produce different work. Choose the one that matches where this sits, not the one that sounds most ambitious.
Give it the product
Pull the real product from Brand DNA so the copy talks about what you actually sell rather than your company in general.
Add the context only you have
Timing, a promotion, something a competitor is doing, a constraint. This is the part that cannot be inferred from your website.
Three routes into a brief: upload one you have written, build it step by step, or co-create it with David in conversation.
Last updated 12 August 2026
