By Zieliński Jerzy

Marketing brief: what information to give to the agency?

A marketing briefing is a key document that enables effective cooperation between a company and a marketing agency. It is a kind of compendium of knowledge that provides agencies with the necessary information to create an effective marketing strategy. In this article, we will look at what information to include in a marketing brief, giving examples and discussing the importance of this document.

What is a marketing brief?

A marketing brief is a document that contains all the key information about goals, expectations, target audience and competitors that a marketing agency needs to run a successful campaign. This is an essential part of starting any marketing project, from creating an advertising strategy to designing graphics or content. In order to start any work related to the promotion of the company, products or services, it is necessary to have a good briefing. Marketing Without it, it cannot exist.

What should be included in a marketing brief?

Not sure what the brief should look like – an example can be found below.

1 Company Description:

Start by introducing your company. It’s important for the agency to know its history, mission, values and the products or services you offer. A brief overview of the company will help you understand the context of your marketing efforts.

2 Campaign Objectives:

Determine what you want to achieve with the campaign. Is the goal to increase sales, raise brand awareness or attract new customers? Goals must be specific, measurable and achievable. This is an essential element that every advertising brief should contain .

3 Target group:

Carefully describe who the target audience of your campaign is. This includes age, gender, interests, location and other factors that influence customer behavior. The more detailed the data, the better. If such information is included in the brief, the company’s marketing will become more effective.

4 Competition:

Tips on competition are key. Who are your main competitors? What are their strengths and weaknesses? This will allow the agency to better understand the market and adjust its marketing strategy.

5 Budget:

Determine how much you are willing to spend on a marketing campaign. Clear budget guidelines will help the agency tailor its strategy to the available funds.

6 Deadlines and Schedule:

Give the exact dates when the campaign should start and end. This will allow you to plan your activities accordingly and adjust your schedule.

7. campaign examples or inspiration:

If you already have ideas about what corporate marketing should look like, the brief can include examples of ads and campaigns that have inspired you. Share them. This will help the agency understand what results you want to achieve.

8 Success Criteria:

Determine how you will measure the effectiveness of the campaign. Will it be the number of sales, an increase in website traffic, or an increase in leads? Indicating specific indicators of success in the brief will make it easier to assess performance.

Example of a marketing brief

The marketing brief created for the fictional company “XYZ” is an example of good work based on the tips described above.

  • Company Description: XYZ company specializes in the production and sale of innovative gadgets and accessories for lovers of modern technology. Our company has been in business for 10 years and is known for the quality and innovation of its products.
  • Campaign objectives: Our main goal is to increase sales of our new products by at least 20% over the next three months.
  • Target Group: Our main target group is men and women aged 25-45 who are interested in technological innovations and modern gadgets. Living mainly in large cities.
  • Competition: Our main competitors are ABC and DEF. They offer similar products, but our advantage is innovation and quality.
  • Budget: we are ready to allocate 50,000 zloty for the marketing campaign.
  • Deadlines and schedule: The campaign should begin on October 1 and last until December 31, 20XX.
  • Campaign examples or inspiration: We would like our campaign to be creative and catch the attention of potential customers. We like Apple’s and Samsung’s ad campaigns, which focus on innovation and design.
  • Success Criteria: We will measure the success of the campaign through increased sales of new products and increased inquiries from potential customers on the website.


A marketing brief is an indispensable part of any successful marketing campaign. It is a document that helps to understand the client’s goals and expectations and provides the marketing agency with the necessary information to create an effective strategy. Remember that the more detailed and clear the brief is, the greater the chance of achieving the desired results. It is a tool that facilitates effective collaboration and contributes to the success of marketing projects.

Dodaj komentarz.

(włącz dźwięk)