Campaigns & briefs
What to include for your type of campaign
A briefing checklist for ecommerce, property, automotive, food and the other campaign types.
Choose the closest match#
| Campaign type | Useful details | Review especially carefully |
|---|---|---|
| Ecommerce | Product name, materials, sizes, benefits, price and audience. | Product shape, packaging, colour and any performance claims. |
| Automotive | Make, model, year, mileage, condition, specifications and location. | Badges, features and specifications; never imply equipment not supplied. |
| Property | Location, rooms, dimensions, distinctive features and contact action. | Layout and factual accuracy; label imagined or altered scenes appropriately. |
| Food & restaurant | Dish, ingredients, atmosphere, location and booking or delivery goal. | Ingredients, portion appearance, dietary claims and offer dates. |
| Marketplace | Product dimensions, materials, features and destination marketplace. | The marketplace’s current image and advertising requirements. |
| Recruitment | Role, responsibilities, location, salary if supplied and application route. | Accuracy, inclusive language and genuine employment conditions. |
| Social | Audience, topic, platform, message and desired response. | Claims, permissions and the context a viewer needs. |
| Agency | Client objective, audience, approved claims, brand kit and deliverables. | Client approval, rights and consistency across the collection. |
Why the campaign type matters#
The selected type helps shape the campaign’s structure, creative guidance and output suggestions. Give the planner industry-specific facts rather than asking it to guess what makes your subject distinctive.
Choose the closest type and explain unusual requirements in the brief. The type is creative context, not a certification that the resulting advertisement complies with every industry or platform rule.
Build one useful collection first#
For an ecommerce launch, begin with one hero image and a focused detail variation. For property, use the real space and a measured sequence. For a restaurant, start with a single dish and atmosphere. Choose quantities deliberately; each generated variation is a separate output on your quote.
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