1. Plan campaign strategy

Managing briefs

Briefs in Strategy is where teams create and manage campaign briefs.

A brief serves as the central document that defines the strategy behind a campaign. It captures key details such as objectives, target audiences, requirements, key milestones, and timelines— ensuring everyone works toward a shared vision.

With Briefs, marketers can create smart briefs manually or use the built-in AI Assistant to generate content and timeline suggestions.

For faster brief creation, marketers can use the Brand Assistant to generate briefs by simply describing their needs. Although this occurs outside the Briefs page, all AI-generated briefs are automatically saved there for easy access and collaboration.

The Briefs page lists all campaign briefs created across your organization.

To open Briefs, in the navigation menu, click Strategy. Then, in the left sidebar, select Briefs.

The Briefs page shows all briefs in your organization, including their status, linked campaigns, last updated date, and updated by. You can sort or filter briefs by these attributes to find and track them easily.

Brief development process

A brief goes through a development lifecycle similar to other content types. Each brief follows a fixed set of stages that cannot be modified, but you can cancel a brief when it’s no longer needed or archive it once completed.

The brief development process typically includes the following steps:

  1. Create a brief - start by creating a smart brief manually or generating it using Brand Assistant.

  2. Edit brief details - update all required fields such as objectives, target audience, creative requirements, and timelines. You can also link the brief to an existing campaign to align planning and execution.

  3. Collaborate and review - team members can add comments, create to-do tasks, and verify that all details align with marketing goals and overall strategy.

  4. Convert to a campaign - once approved, convert the brief into a campaign, allowing teams to move from strategic planning to delivery.

Sections in a smart brief

Selecting a brief from the Briefs page opens the brief details page, where you can view, edit, or update standard sections.

The brief details page shows the fields corresponding to the standard sections of a brief.

The following fields are available:

  • Objectives - the main goals and sets the direction for the entire campaign and what it aims to achieve.

  • Target audience - describes who the campaign is for. It identifies key customer groups and what motivates them, helping tailor the message and visuals to their needs.

  • Message - defines the main idea and tone of the campaign. It captures what the brand wants to say and how it wants people to feel after seeing the campaign.

  • Creative requirements - lists the visual and design guidelines. It ensures that colors, imagery, and tone all align with the brand’s identity and campaign goals.

  • Timeline - provides a clear schedule of major milestones and deadlines, helping teams stay organized and on track.

  • Due date - specifies the deadline by which a brief must be completed, approved, or ready for campaign execution.

  • Budget - estimates the amount needed for the campaign. It helps manage costs and prioritize spending across different activities.

  • Market research - summarizes insights into current trends, competitors, and consumer behavior. It supports campaign decisions with data and context.

  • Additional notes - includes any extra information or reminders that can guide execution, such as digital strategies or sustainability focus points.

  • References - attach supporting files such as reference materials, mockups, or research documents.

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