Global Campaign Brief
9-section creative brief: Context, Objectives, Target, Core Message, Creative Direction, Channel System, Timeline, Deliverables, Risks. Auto-triggers downstream skills (script, calendar, ad copy, UGC brief).
Step 0 — Read context file
Before writing the brief, read .agents/product-marketing-context-global.md to load:
- Product, USP, pricing
- Target region and currency
- Brand voice & visual identity
- Existing campaigns and lessons learned
If the file is missing, ask the user to run product-marketing-context-global first.
Information gathering
Ask the user up to 4 questions before starting:
- Campaign type? Product launch / seasonal / brand awareness / clearance sale / re-launch?
- Primary goal? Revenue [amount] / followers [count] / leads [count] / brand awareness [reach target]?
- Budget and timeframe? Total budget, campaign duration (in weeks), start date.
- Existing assets? Brand assets (logo, brand guide)? Testimonials / UGC? Existing customer database? Landing page?
Section 1 — Context
1.1 Overview
| Item |
Detail |
| Campaign name |
[name] |
| Type |
Launch / Seasonal / Awareness / Sales / Re-launch |
| Brand |
[brand name] |
| Product / service |
[short description] |
| Reason for running |
[why now? what is the trigger?] |
1.2 Market situation
| Factor |
Description |
| Industry trend |
[current trend] |
| Customer behaviour this season |
[what shifted?] |
| What competitors are doing |
[notable competitor activity] |
| Opportunity to capture |
[market gap] |
1.3 Lessons from previous campaigns
| Previous campaign |
Result |
Lesson |
| [name] |
[KPI hit / missed] |
[what worked / didn't] |
Section 2 — Objectives
2.1 SMART goals
| Type |
Goal |
Measured by |
Deadline |
| Business |
[e.g., $50K revenue in 4 weeks] |
Revenue, GMV |
[date] |
| Marketing |
[e.g., 5,000 messages, CPMess <$5] |
Message count, CPMess, ROAS |
[date] |
| Brand |
[e.g., reach 2M, +3K followers] |
Reach, follower, mentions |
[date] |
2.2 Detailed KPIs
| KPI |
Target |
Industry benchmark |
Gap |
| CPMess |
[amount] |
[region benchmark — see foundation skill] |
|
| ROAS |
[Nx] |
>3x |
|
| CPL |
[amount] |
[benchmark] |
|
| Reach |
[count] |
|
|
| Engagement rate |
[%] |
|
|
| Orders |
[count] |
|
|
Region note: Benchmarks vary by market. CPMess in the US is typically 3–5x higher than SEA. See product-marketing-context-global for region-specific benchmark tables.
Section 3 — Target audience
3.1 Customer profile
| Attribute |
Primary |
Secondary |
| Age range |
[range] |
[range] |
| Gender |
[male / female / all] |
|
| Region |
[country / region] |
|
| Income |
[bracket] |
|
| Occupation |
[role] |
|
| Primary pain |
[biggest problem] |
|
| Desire |
[what they want] |
|
| Barrier |
[why they have not bought] |
|
| Channels used |
[TikTok / Meta / LinkedIn / etc.] |
|
| Influencers |
[who / what they trust] |
|
3.2 Customer insight
Call skill 09-customer-insight-global to mine deeper insight.
Core insight: [insight statement]
3.3 Insight validation checklist
Verify the insight is actually an insight and not just an observation:
| Criterion |
Pass |
Fail |
| Specific — Specific to this audience, not generic? |
[ ] |
[ ] |
| Hidden — Customer would not say it spontaneously? |
[ ] |
[ ] |
| Actionable — Can be turned into messaging / creative? |
[ ] |
[ ] |
| Emotional — Hits emotion, not only logic? |
[ ] |
[ ] |
| True — Backed by data / observation, not assumption? |
[ ] |
[ ] |
Rule: Must pass at least 4 / 5. Otherwise it is an observation, not an insight. Mine again.
Distinguish:
- Observation: "Women 25–35 care about skincare" — everyone knows this, nothing new.
- Insight: "They buy serum not to have better skin — they buy a moment of self-care after an exhausting day." — emotional, actionable for creative.
Section 4 — Core message
4.1 Message framework
| Layer |
Message |
Used for |
| Tagline |
[5–8 words, memorable] |
Everywhere — consistent throughout |
| Key message |
[1–2 sentences explaining value] |
Website, landing page, lead ads |
| Supporting message #1 |
[proof / feature] |
Education content |
| Supporting message #2 |
[proof / feature] |
Persuasion content |
| Supporting message #3 |
[proof / feature] |
Conversion content |
4.2 Tone of voice
| Attribute |
Is |
Is not |
| Voice |
[e.g., friendly, expert] |
[e.g., formal, distant] |
| Language |
[e.g., simple, conversational] |
[e.g., academic, jargon-heavy] |
| Emotion |
[e.g., confident, reassuring] |
[e.g., anxious, pressuring] |
Section 5 — Creative direction
5.1 Creative territory
| Item |
Detail |
| Visual mood |
[e.g., warm, natural, trustworthy — not flashy or fake] |
| Colour palette |
[primary + secondary] |
| Typography |
[heading + body fonts] |
| Photography style |
[e.g., real lifestyle, no stock] |
| Video style |
[e.g., talking head + B-roll, UGC, cinematic] |
| Do's |
[e.g., real customer photos, vertical 9:16] |
| Don'ts |
[e.g., no sad music, no rainbow fonts] |
5.2 Key visual
| Element |
Description |
| Hero image / video |
[main visual concept] |
| Thumbnail style |
[description] |
| Text overlay |
[yes / no, style] |
| Logo placement |
[position, size] |
5.3 Creative brief by channel
| Channel |
Format |
Size |
Length |
Quantity |
| TikTok |
Vertical video |
9:16 (1080×1920) |
15–60s |
[count] |
| Instagram (Reels) |
Vertical video |
9:16 |
15–30s |
[count] |
| Instagram (feed) |
Carousel |
1:1 (1080×1080) |
5–7 slides |
[count] |
| Facebook (feed) |
Video + image |
1:1, 4:5 |
15–30s |
[count] |
| LinkedIn (feed) |
Image / carousel / video |
1:1, 1.91:1 |
30–90s |
[count] |
| YouTube |
Long video + Shorts |
16:9 + 9:16 |
60–600s + 30–60s |
[count] |
| Email |
Banner + body |
600px width |
-- |
[count] |
| Landing page |
Hero + sections |
Responsive |
-- |
1 |
Section 6 — Channel system
6.1 Channels in use
| Channel |
Role |
Start date |
Budget |
KPI |
| TikTok (organic) |
Reach + awareness |
[date] |
[production cost] |
View, follower |
| TikTok (ads) |
Message + conversion |
[date] |
[amount] |
CPMess, ROAS |
| Meta (ads) |
Retarget + conversion |
[date] |
[amount] |
CPMess, ROAS |
| LinkedIn (ads) |
B2B reach + lead |
[date] |
[amount] |
CPL, lead quality |
| Google Ads (Search) |
Intent capture |
[date] |
[amount] |
CPL, ROAS |
| UGC network |
Social proof |
[date] |
[fees] |
View, trust |
| Email |
Nurture + offer |
[date] |
-- |
Open rate |
| Landing page |
Conversion |
[date] |
[build cost] |
Conversion rate |
6.2 Paid media plan
| Channel |
Goal |
Audience |
Daily budget |
Creative |
Duration |
| Meta — Awareness |
Reach |
Broad, LAL 1–3% |
[amount] |
15s hook video |
[weeks] |
| Meta — Conversion |
Message / lead |
Retarget + Interest |
[amount] |
Video + carousel |
[weeks] |
| TikTok — Reach |
View + message |
Broad |
[amount] |
UGC-style video |
[weeks] |
| Google — Search |
Intent capture |
Branded + non-brand |
[amount] |
RSA + sitelinks |
[weeks] |
Section 7 — Timeline & phases
7.1 Budget split by phase
| Phase |
Timeline |
% Budget |
Goal |
Primary channels |
| Teasing |
Week 1 (pre-launch) |
15% |
Build curiosity, anticipation |
Organic TikTok / IG, email teaser |
| Soft launch |
Week 2 |
20% |
Test creative, gather data |
Paid ads small budget, UGC |
| Full launch |
Weeks 3–4 |
40% |
Scale winning creative, drive orders |
Paid ads at full strength, retarget |
| Sustain |
Week 5+ |
25% |
Re-engage, retarget, narrow audience |
Retarget, email, LINE / WhatsApp nurture |
7.2 Detailed timeline
| Date |
Activity |
Detail |
Owner |
Status |
| [D-14] |
Creative production |
Produce video + image assets |
[name] |
|
| [D-7] |
UGC brief sent |
Brief UGC creators |
[name] |
|
| [D-5] |
Landing page live |
Setup + full QA |
[name] |
|
| [D-3] |
Teasing begins |
Organic posts + stories |
[name] |
|
| [D-Day] |
Official launch |
Ads live, blast email, broadcast |
[name] |
|
| [D+3] |
First data review |
Check CPMess, CTR, top creative |
[name] |
|
| [D+7] |
Optimisation round 1 |
Cut weak creative, scale winners |
[name] |
|
| [D+14] |
Mid-campaign review |
Compare vs KPI, adjust |
[name] |
|
| [D+21] |
Retarget phase |
Focus on warm audience retarget |
[name] |
|
| [D+28] |
Wrap + report |
Summary, lessons, next-step proposal |
[name] |
|
Section 8 — Deliverables & RACI
8.1 Deliverables list
| # |
Deliverable |
Quantity |
Deadline |
Producer |
Approver |
| 1 |
TikTok video (30s) |
[count] |
[date] |
[name] |
[name] |
| 2 |
Facebook video (15s) |
[count] |
[date] |
[name] |
[name] |
| 3 |
Carousel (5–7 slides) |
[count] |
[date] |
[name] |
[name] |
| 4 |
Ad copy (3 variants) |
[count] |
[date] |
[name] |
[name] |
| 5 |
Landing page |
1 |
[date] |
[name] |
[name] |
| 6 |
Email templates (welcome + offer) |
2 |
[date] |
[name] |
[name] |
| 7 |
UGC briefs |
[count] |
[date] |
[name] |
[name] |
| 8 |
Video scripts |
[count] |
[date] |
[name] |
[name] |
| 9 |
Messenger / broadcast content |
[count] |
[date] |
[name] |
[name] |
| 10 |
Final campaign report |
1 |
[date] |
[name] |
[name] |
8.2 RACI matrix
| Deliverable |
Marketing Lead |
Content Creator |
Designer |
Ads Specialist |
Founder |
| Campaign brief |
R |
I |
I |
I |
A |
| Creative production |
A |
R |
R |
C |
I |
| Ad copy |
A |
R |
I |
C |
I |
| Ad setup |
A |
I |
I |
R |
I |
| Landing page |
A |
C |
R |
C |
I |
| UGC coordination |
R |
C |
I |
I |
I |
| Daily optimisation |
A |
I |
I |
R |
I |
| Final report |
R |
C |
I |
C |
A |
RACI legend:
- R (Responsible): Does the work
- A (Accountable): Owns the outcome, signs off
- C (Consulted): Gives input before the work
- I (Informed): Receives the result
Section 9 — Risks & mitigation
9.1 Campaign risk table
| Risk |
Probability |
Impact |
Severity |
Mitigation |
Warning trigger |
| CPMess >50% above target |
High |
High |
CRITICAL |
Prepare 5 backup creatives, cut spend, shift to organic |
CPMess > target +30% after 3 days |
| Creative does not perform |
High |
High |
CRITICAL |
A/B test from day 1, 3–5 new creatives / week |
CTR < 1% after 2 days |
| Landing page conversion low |
Medium |
High |
HIGH |
A/B test headline + CTA, run heatmap |
Conversion < 10% after 1 week |
| UGC delivered late |
Medium |
Medium |
MEDIUM |
Brief early, keep backup content |
UGC not received by D-3 |
| Competitor runs deal at same time |
Low |
High |
HIGH |
Lean on USP messaging, do not race on price |
Competitor ad detected at same time |
| Negative feedback goes viral |
Low |
Very high |
CRITICAL |
Crisis protocol: respond <2h, transparent, prepared template |
More than 5 negative comments / reviews in 1 day |
| Audience fatigue |
Medium |
Medium |
MEDIUM |
Rotate creative every 5–7 days, expand audience |
Frequency >3, CTR drops 30% |
| Budget overrun |
Low |
Medium |
MEDIUM |
Cap daily budgets, daily spend review |
Spend > 110% of plan |
9.2 Plan B (fallback)
| Situation |
Action |
| Budget cut 50% |
Shift 100% to organic + UGC, retarget only |
| Primary channel disrupted (ad ban, etc.) |
Move budget to secondary channel within 24h |
| Mid-campaign KPI miss |
Emergency meeting, re-brief creative, narrow audience |
Auto-trigger downstream skills
Once the brief is complete, automatically suggest running:
02-campaign-brief-global (DONE)
|
|-- [Next 1] (ad copy skill if available) -> Ad copy from core message
|-- [Next 2] 04-script-video-global -> Scripts from creative direction
|-- [Next 3] 01-content-calendar-global -> Calendar from timeline + channels
|-- [Next 4] (UGC brief skill if available) -> UGC briefs from deliverables
Examples — diversified regions
Example A — US SaaS Q4 launch
- Campaign: New AI-powered analytics module
- Region: US, currency USD
- Budget: $80K over 6 weeks
- Channels: LinkedIn ads, Google Search, podcast sponsorship, email nurture
- KPI: 500 trials, ROAS 3.5x
Example B — EU DTC perfume Black Friday
- Campaign: Black Friday clearance + new launch combo
- Region: DE / FR / IT, currency EUR
- Budget: EUR 45K over 3 weeks
- Channels: Meta + TikTok ads, Klaviyo flow, Pinterest ads
- KPI: ROAS 4x, AOV EUR 65
Example C — SEA Lazada / Shopee 11.11
- Campaign: 11.11 mega sale on home appliances
- Region: Singapore + Malaysia + Vietnam, currency SGD / MYR / VND (per market)
- Budget: SGD 25K over 2 weeks
- Channels: TikTok ads + Shopee Live, KOL livestream, LINE / Zalo OA broadcast
- KPI: GMV target SGD 200K, CPMess <SGD 1.50
Quality checklist
Before delivering the brief, verify:
- All 9 sections present (Context, Objectives, Target, Core Message, Creative Direction, Channel, Timeline, Deliverables, Risks)
- Goals are SMART — specific, measurable, deadline-bound
- Insight passes 4 / 5 validation criteria — not just an observation
- Core message has 3 layers: tagline + key message + supporting messages
- Creative direction has clear Do's and Don'ts
- Budget split across 4 phases sums to 100% (Teasing 15% + Soft 20% + Full 40% + Sustain 25%)
- Timeline has review milestones (D+3, D+7, D+14)
- RACI is clear — every deliverable has an R and an A
- At least 5 risks listed, each with severity and warning trigger
- Plan B (fallback) covers at least 3 situations
- Region-specific benchmarks used (not blanket global numbers)
- Tone of voice matches the brand
- All deadlines feasible — no clashes
- Currency consistent with
.agents/product-marketing-context-global.md
