Free template
What should a good media brief include?
A good media brief covers twelve things, from the background and one clear objective to the audience, timing, budget range and who approves the plan. Fill in the free template below, save it as a PDF for your team, or send it straight to a Route planner.
These are the questions our planners ask first. A brief does not need every box filled to be useful. The objective and the audience matter most.
The media brief
What is happening in your organisation or market that makes this campaign necessary now?
The one business outcome the campaign must deliver. If you could only measure one thing, what would it be?
The measure, where the data will come from and the starting point to compare against.
Who you need to reach, what they think and do today and what you need them to think or do instead.
Towns, regions, postcode areas or UK-wide. Include any places to avoid.
Campaign window, fixed dates such as launches, events or fare changes and any blackout periods.
A range is enough. It helps us recommend what the money can realistically achieve.
What exists already, what needs adapting and who produces it.
Previous campaigns, results and lessons, good and bad.
Who else is talking to your audience, and anything in the news that matters.
Brand rules, legal or regulatory requirements, partners who must be credited.
Who signs off the plan and the budget, and how long approvals take.
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Want help writing briefs in-house?
Call +44 (0) 191 933 7588 or email info.route@route.agency.