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CAMPAIGN AGENCY BRIEF

Campaign-Based Briefing Document

Finagle X Seven Media

Please complete the following brief with as much relevant information as possible.

00

Campaign Information

1

Campaign Background

What is the current business situation? Why is this campaign required now?
Which brand, product range, outlet, export market or channel is involved?
What problem or opportunity should this campaign address?
Mention previous campaigns, launches, trade activity, media activity or learnings.
Who are the key competitors? What are they doing? How should the brand be different?
2

Campaign Objective

What is the main purpose of this campaign? Awareness, trial, sales, footfall, lead generation, distribution support, relaunch, seasonal push, customer education, etc.
List other objectives if relevant.
Sales volume, revenue, outlet traffic, distributor orders, enquiries, market share, repeat purchase, etc.
Awareness, consideration, preference, product understanding, brand image, recall, etc.
3

Target Audience

Who is the main audience? Consumers, families, children, office workers, HORECA buyers, chefs, procurement managers, retailers, distributors, etc.
Who else should be influenced?
Sri Lanka national, specific cities, specific outlet catchment, Maldives, export market, trade channel, etc.
Age, income, household type, occupation, business type, etc.
When and why do they buy? Breakfast, lunch, home consumption, snacking, foodservice use, retail shelf purchase, etc.
What do they currently think, feel or know about the brand / product / category?
What should they think, feel or do after the campaign?
4

Consumer / Customer Insight

What human, shopper, trade or business insight should drive the campaign?
What need is the customer trying to satisfy? Convenience, taste, freshness, value, reliability, quality, status, ease of preparation, consistency, etc.
Why might they not buy or respond? Price, awareness, habit, availability, quality perception, competitor loyalty, lack of knowledge, etc.
What will make them notice, try, visit, order, recommend or repeat?
5

Proposition and Message

One clear statement of what the campaign must communicate.
Product quality, freshness, manufacturing capability, ingredients, heritage, convenience, price, availability, endorsements, testimonials, etc.
List the main messages in order of priority.
Additional points that may be used in copy or content.
Any factual claims, product claims, nutritional claims, price claims or performance claims.
Any claims that should not be made for legal, regulatory or operational reasons.
6

Brand and Creative Direction

How should the brand feel? Modern, warm, premium, value-led, energetic, trustworthy, expert, family-friendly, chef-grade, etc.
Direct, friendly, professional, playful, authoritative, emotional, local, etc.
Logo, colours, tagline, product pack, endorsement, language, price, CTA, QR code, contact details, etc.
Food appeal, lifestyle, product close-up, retail visibility, trade credibility, freshness, family usage, chef usage, etc.
Competitor similarity, over-premium feel, unclear product, excessive text, unsupported claims, etc.
English, Sinhala, Tamil, bilingual versions, trade language, export market language, etc.
7

Channel and Media Scope

Creative only / creative + media planning / creative + production / digital + activation / full IMC.
TV, radio, outdoor, digital, social, search, influencer, PR, trade media, in-store, POSM, packaging, WhatsApp, email, events, sampling, activations, etc.
Any channels not to be used.
Agency to recommend / client to provide media plan / joint development.
National, local catchment, trade territory, export market, outlet radius, etc.
Morning, lunch, evening, weekend, seasonal period, trade buying cycle, etc.
8

Offer, Promotion or Call to Action

Discount, bundle, sampling, launch offer, trade deal, consumer promotion, loyalty incentive, none, etc.
Visit outlet, buy now, ask distributor, scan QR, follow page, try product, call sales team, order online, etc.
POS, coupon, QR, WhatsApp, retailer, distributor, website, sales team, etc.
Stock limits, outlet readiness, delivery area, staff capacity, production lead time, legal restrictions, etc.
9

Budget and Timing

Fixed budget / budget range / agency to recommend.
Insert amount or range.
Creative, production, media, digital, activation, influencer, printing, contingency, etc.
Concept presentation, approval date, artwork date, production date, launch date.
Start and end dates.
10

Required Deliverables

Campaign idea, message hierarchy, media recommendation, launch plan, etc.
Key visual, copy, scripts, social posts, digital ads, POSM, packaging, outdoor, video, etc.
Media plan, budget allocation, targeting plan, schedule, expected reach/frequency, etc.
Print-ready artwork, digital files, video files, editable templates, supplier specifications, etc.
Campaign report, dashboard, post-campaign review, learnings.
11

Measurement and KPIs

Sales, footfall, enquiries, orders, trial, leads, reach, awareness, engagement, etc.
Basket size, repeat purchase, coupon redemptions, QR scans, social engagement, website visits, distributor orders, etc.
POS, sales reports, Google Analytics, Meta, Google Ads, distributor data, retailer data, footfall, CRM, WhatsApp, survey, etc.
Current sales, current awareness, current traffic, previous campaign results, etc.
Weekly, fortnightly, monthly, end of campaign.
What result would make this campaign successful?
12

Approvals and Contacts

Name / role
Name / role
Marketing, Sales, CEO, Finance, Legal, Operations, etc.
R&D, production, sales, quality, finance, retail operations, export team, etc.
Name / role
Brand guidelines, logo files, product images, price list, pack shots, product details, previous campaign material, research, outlet details, etc.
13

Agency Response Required

Confirm interpretation of the task and challenge.
Strategic direction and creative route.
Media and activation recommendation.
Minimum / recommended / enhanced options if budget is not fixed.
Workplan from briefing to launch.
What the agency will provide.
What is needed from the brand/client.
Agency fees, production, media and third-party costs.
14

Upload Supporting Documents

Upload any supporting material relevant to this brief. Multiple files can be uploaded.

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Add Supporting Documents

Brand guidelines, logos, product images, price lists, pack shots, presentations, previous campaign material, research, outlet details and other relevant files.

Accepted: PDF, DOC, DOCX, XLS, XLSX, PPT, PPTX, JPG, JPEG, PNG, WEBP and ZIP.
FINAL STEP

Submit Campaign Brief

The completed brief will be saved, converted to PDF and distributed to the configured recipients.

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