# Agency Brief Template

## Document Control

| Field | Value |
|-------|-------|
| **Template Version** | 1.0.0 |
| **Last Updated** | 2025-01-28 |
| **Owner** | Campaign Manager / Marketing Operations |
| **Status** | DRAFT |
| **Brief ID** | AGY-{project}-{number} |

---

## Metadata

- **ID**: `AGY-{project}-{number}` (e.g., AGY-Q1LAUNCH-003)
- **Type**: Creative Agency Brief
- **Status**: Draft | Submitted | In-Progress | Review | Complete | Archived
- **Owner**: [Name - primary client contact]
- **Contributors**: [Campaign team, brand team, product team]
- **Reviewers**: [CMO, brand director, legal]
- **Team**: Marketing / Creative
- **Stakeholders**: [Executive sponsor, product team, sales]
- **Created**: YYYY-MM-DD
- **Last Updated**: YYYY-MM-DD
- **Agency**: [Agency name]
- **Agency Contact**: [Primary agency contact - name, email, phone]
- **Related**:
  - Campaign: `CAM-{id}`
  - Strategy: `STR-{id}`
  - Assets: `AST-{id1}`, `AST-{id2}` (deliverables from agency)
  - Content: `CNT-{id}` (if agency producing content)
  - Contract: `CTR-{id}` (agency retainer or project contract)
  - Budget: `BDG-{id}`
  - Brand Guidelines: `BRD-{id}`

## Marketing-Specific Metadata

- **Budget**: $[total agency cost for this project]
- **Timeline**: start [YYYY-MM-DD] / concepts due [YYYY-MM-DD] / final delivery [YYYY-MM-DD]
- **Deliverables**: [High-level list - campaign concept, creative assets, media plan, etc.]
- **Campaign**: CAM-{id} (parent campaign this agency work supports)
- **Legal Review**: Pending | Approved | Conditional | N/A
- **Procurement Status**: SOW Signed | In Negotiation | PO Issued

---

## 1. Executive Summary

### 1.1 Project Overview

**Project Name**: [Name of this agency engagement]

**Campaign**: [Parent campaign name - CAM-{id}]

**Brief in One Sentence**: [Single sentence describing what we need from agency]

**Why This Matters**: [Business impact - revenue, brand, strategic importance]

### 1.2 Challenge

**The Problem We're Solving**: [Business challenge or opportunity]

**What Success Looks Like**: [Desired business outcome]

**Why We Need Agency Support**: [Internal capability gaps, capacity constraints, specialized expertise needed]

### 1.3 Ask

**What We Need from Agency**:

1. [Primary deliverable/service - e.g., "Integrated campaign concept"]
2. [Secondary deliverable - e.g., "Multi-channel creative execution"]
3. [Supporting service - e.g., "Media planning and buying"]

**Expected Investment**: $[budget range]

**Timeline**: [Start date] to [End date] ([duration])

---

## 2. Company and Brand Context

### 2.1 Company Overview

**Company Name**: [Full company name]

**Industry/Sector**: [Industry and market segment]

**Company Stage**: [Startup, growth, mature, enterprise]

**Size**: [Employees, revenue range, market cap - as appropriate to share]

**Geography**: [Markets served - local, regional, national, global]

**Company Mission**: [Mission statement]

**Company Vision**: [Vision statement]

**Recent News/Milestones**: [Recent funding, product launches, awards, leadership changes]

### 2.2 Brand Positioning

**Brand Promise**: [What brand stands for and delivers]

**Brand Personality**: [Brand character traits - 3-5 adjectives]

**Brand Voice**: [How brand communicates - professional, friendly, bold, technical, etc.]

**Brand Differentiators**: [What makes brand unique vs. competitors]

**Brand Equity**: [Brand perception, awareness, loyalty - qualitative or quantitative]

**Brand Guidelines**: [Link to comprehensive brand guidelines: BRD-{id}]

### 2.3 Target Audience

**Primary Audience**: [Name/description]

**Demographics**:

- Age: [Range]
- Gender: [Distribution or "All"]
- Income: [Range or segment]
- Education: [Level]
- Location: [Geographic markets]
- Job Title/Role: [If B2B]
- Company Size: [If B2B]
- Industry: [If B2B]

**Psychographics**:

- Values: [What they care about]
- Lifestyle: [How they live/work]
- Interests: [Hobbies, passions, professional interests]
- Attitudes: [Mindsets, beliefs, perspectives]

**Behavioral**:

- Purchase behavior: [How they buy - research-heavy, impulse, price-sensitive, value-driven]
- Content consumption: [Media habits - social platforms, publications, podcasts, events]
- Channel preferences: [Where they discover and engage with brands]

**Audience Insights**:

- Pain points: [Challenges they face]
- Motivations: [What drives their decisions]
- Objections: [Barriers to purchase or engagement]

**Persona Documentation**: [Link to detailed persona: AUD-{id}]

### 2.4 Competitive Landscape

**Direct Competitors**:

1. [Competitor 1] - [Market position, key differentiator]
2. [Competitor 2] - [Market position, key differentiator]
3. [Competitor 3] - [Market position, key differentiator]

**Indirect Competitors**: [Alternative solutions or substitute products]

**Competitive Advantage**: [How we win vs. competition]

**Competitive Threats**: [Emerging competitors or market shifts]

**Competitive Marketing**: [Notable competitor campaigns or approaches - what works, what doesn't]

**Competitive Analysis**: [Link to detailed analysis: STR-{id}]

---

## 3. Campaign Strategy

### 3.1 Campaign Overview

**Campaign Name**: [Official campaign name]

**Campaign Type**: [Brand awareness, lead generation, product launch, seasonal, etc.]

**Campaign Objectives**:

1. [Primary objective - business goal]
2. [Secondary objective]
3. [Tertiary objective]

**Campaign Timeline**:

- **Planning/Development**: [Dates]
- **Launch**: [Date]
- **Active Campaign**: [Dates]
- **Post-Campaign Analysis**: [Date]

**Campaign Budget**: $[total campaign budget - context for agency]

**Agency Budget**: $[portion allocated to agency]

### 3.2 Campaign Messaging

**Core Message**: [Primary campaign message or theme]

**Key Messages**:

1. [Message pillar 1]
2. [Message pillar 2]
3. [Message pillar 3]

**Value Proposition**: [What we offer and why it matters to audience]

**Proof Points**: [Evidence, data, testimonials that support claims]

**Call to Action**: [What we want audience to do]

**Tone**: [Campaign tone - align with brand but may have unique inflection]

### 3.3 Channel Strategy

**Primary Channels**:

| Channel | Role | Budget Allocation | Target Reach | Agency Responsible? |
|---------|------|-------------------|--------------|---------------------|
| Paid Social | Awareness | $[amount] | [impressions] | Yes / No |
| Paid Search | Conversion | $[amount] | [clicks] | Yes / No |
| Display | Awareness | $[amount] | [impressions] | Yes / No |
| Video/YouTube | Engagement | $[amount] | [views] | Yes / No |
| Email | Nurture | $[amount] | [sends] | Yes / No |
| Content/Organic | Thought leadership | $[amount] | [sessions] | Yes / No |
| Events | Engagement | $[amount] | [attendees] | Yes / No |
| PR | Awareness | $[amount] | [coverage] | Yes / No |

**Channel Strategy Rationale**: [Why these channels for this audience and objective]

**Integration Requirements**: [How channels work together - messaging consistency, creative continuity, attribution]

---

## 4. Agency Deliverables and Scope

### 4.1 Primary Deliverables

**Deliverable 1**: [Name - e.g., "Integrated Campaign Concept"]

- **Description**: [What this includes - e.g., "Big idea, campaign narrative, creative territories"]
- **Format**: [How delivered - presentation, written brief, mood boards, etc.]
- **Quantity**: [Number of concepts to present]
- **Due Date**: YYYY-MM-DD
- **Review/Feedback**: [When and how client provides feedback]

**Deliverable 2**: [Name - e.g., "Multi-Channel Creative Assets"]

- **Description**: [What this includes]
- **Asset List**:
  - [ ] [Asset type - e.g., "Hero video (60s, 30s, 15s, 6s cuts)"]
  - [ ] [Asset type - e.g., "Display ad suite (10 sizes)"]
  - [ ] [Asset type - e.g., "Social graphics (Instagram, LinkedIn, Twitter)"]
  - [ ] [Asset type - e.g., "Email header templates"]
- **Specifications**: [Technical requirements - dimensions, formats, file types]
- **Due Date**: YYYY-MM-DD

**Deliverable 3**: [Name - e.g., "Media Plan and Buying"]

- **Description**: [What this includes - channel mix, budget allocation, flight dates, targeting]
- **Format**: [Media plan document, platform setup, trafficking]
- **Due Date**: YYYY-MM-DD

**Deliverable 4**: [Name - e.g., "Campaign Measurement and Reporting"]

- **Description**: [Analytics setup, reporting dashboards, performance analysis]
- **Frequency**: [Daily, weekly, monthly, end-of-campaign]
- **Due Date**: [Ongoing or final report date]

### 4.2 Deliverable Matrix

| Deliverable | Type | Specs/Details | Quantity | Due Date | Owner | Status |
|-------------|------|---------------|----------|----------|-------|--------|
| Campaign concept | Strategic | Presentation | 2-3 concepts | [Date] | [Name] | [ ] |
| Hero video | Video | 60s, 30s, 15s, 6s | 4 cuts | [Date] | [Name] | [ ] |
| Display ads | Graphic | 10 IAB sizes | 10 | [Date] | [Name] | [ ] |
| Social graphics | Graphic | IG, LI, TW | 15 | [Date] | [Name] | [ ] |
| Media plan | Document | Channel mix, budget | 1 | [Date] | [Name] | [ ] |
| Landing pages | Web | Desktop/mobile | 3 | [Date] | [Name] | [ ] |

### 4.3 In Scope

Agency is responsible for:

- [ ] [Scope item 1 - e.g., "Campaign concept development"]
- [ ] [Scope item 2 - e.g., "Creative production (design, video, copy)"]
- [ ] [Scope item 3 - e.g., "Media planning and buying"]
- [ ] [Scope item 4 - e.g., "Campaign performance reporting"]
- [ ] [Scope item 5 - e.g., "Project management and coordination"]

### 4.4 Out of Scope

Agency is NOT responsible for:

- [ ] [Out of scope item 1 - e.g., "Website development or CMS updates"]
- [ ] [Out of scope item 2 - e.g., "CRM integration or marketing automation setup"]
- [ ] [Out of scope item 3 - e.g., "Sales enablement materials"]
- [ ] [Out of scope item 4 - e.g., "Product packaging or in-store displays"]

**Scope Change Process**: [How scope changes are requested, evaluated, and approved]

---

## 5. Creative Direction

### 5.1 Creative Challenge

**Creative Brief Summary**: [The core creative problem agency must solve]

**Campaign Theme/Concept**: [If we have a direction, share it; if not, agency develops]

**Creative Freedom**: [How much latitude agency has - open brief vs. specific execution]

### 5.2 Creative Guardrails

**Must Have's**:

- [ ] [Required element 1 - e.g., "Feature product prominently"]
- [ ] [Required element 2 - e.g., "Include brand tagline"]
- [ ] [Required element 3 - e.g., "Comply with accessibility standards"]

**Can't Have's**:

- [ ] [Prohibited element 1 - e.g., "No explicit comparisons to competitors"]
- [ ] [Prohibited element 2 - e.g., "No stock photography - custom only"]
- [ ] [Prohibited element 3 - e.g., "Avoid clichéd industry tropes"]

### 5.3 Brand Guidelines

**Brand Guidelines**: [Link to comprehensive guidelines: BRD-{id}]

**Key Brand Elements to Follow**:

- **Logo**: [Usage rules - placement, size, clear space, color variations]
- **Color Palette**: [Primary and secondary colors - HEX, RGB, CMYK codes]
- **Typography**: [Approved fonts - headlines, body, digital, print]
- **Photography Style**: [Guidance - lifestyle, product, abstract, aspirational, etc.]
- **Illustration Style**: [If applicable - flat, 3D, hand-drawn, etc.]
- **Tone of Voice**: [How brand communicates - professional, friendly, authoritative, playful]

**Flexibility**: [Where agency can push boundaries vs. strict adherence]

### 5.4 Inspiration and References

**What We Like** (Competitive/Industry):

- [Example 1 - link, description, what we like about it]
- [Example 2 - link, description]
- [Example 3 - link, description]

**What We Don't Like**:

- [Example 1 - link, what to avoid]
- [Example 2 - link, what to avoid]

**Mood/Inspiration**: [Links to Pinterest boards, mood boards, visual references]

**Prior Campaigns**: [Our successful past campaigns - what worked, metrics, learnings]

---

## 6. Timeline and Milestones

### 6.1 Project Timeline

**Project Kickoff**: [YYYY-MM-DD]

**Project Completion**: [YYYY-MM-DD]

**Total Duration**: [Weeks/months]

### 6.2 Key Milestones

| Phase | Milestone | Date | Deliverable | Owner | Status |
|-------|-----------|------|-------------|-------|--------|
| Kickoff | Brief submitted, kickoff meeting | [Date] | Alignment | Both | [ ] |
| Strategy | Campaign concept presentation | [Date] | 2-3 concepts | Agency | [ ] |
| Strategy | Concept selection | [Date] | Client decision | Client | [ ] |
| Creative | Creative development | [Dates] | In-progress assets | Agency | [ ] |
| Creative | Creative review | [Date] | Draft assets | Agency | [ ] |
| Creative | Client feedback | [Date] | Consolidated feedback | Client | [ ] |
| Creative | Revisions | [Date] | Revised assets | Agency | [ ] |
| Approval | Final creative approval | [Date] | Sign-off | Client | [ ] |
| Production | Final asset delivery | [Date] | All formats | Agency | [ ] |
| Media | Media plan approval | [Date] | Media plan | Client | [ ] |
| Media | Media trafficking | [Date] | Ads live | Agency | [ ] |
| Launch | Campaign launch | [Date] | Campaign live | Both | [ ] |
| Reporting | Mid-campaign report | [Date] | Performance data | Agency | [ ] |
| Reporting | Final campaign report | [Date] | Full analysis | Agency | [ ] |

### 6.3 Critical Dates

**Immovable Deadlines**: [Dates that cannot slip - product launch, event, fiscal period, etc.]

**Dependencies**: [External dependencies that affect timeline - product readiness, partnerships, regulatory approval]

### 6.4 Revision Policy

**Included Revisions**: [Number of revision rounds included - typically 2-3]

**Revision Turnaround**:

- **Agency to Client**: [How long agency has to deliver revisions - e.g., "5 business days"]
- **Client to Agency**: [How long client has to provide feedback - e.g., "3 business days"]

**Additional Revisions**: [Cost and process for revisions beyond included rounds]

---

## 7. Budget and Commercial Terms

### 7.1 Budget Overview

**Total Agency Budget**: $[total]

**Budget Allocation**:

| Category | Budget | % of Total | Notes |
|----------|--------|------------|-------|
| Strategy/Concepting | $[amount] | [%] | [Details] |
| Creative Development | $[amount] | [%] | [Design, copywriting] |
| Production | $[amount] | [%] | [Video, photography, audio] |
| Media Planning | $[amount] | [%] | [Strategy, planning] |
| Media Buying | $[amount] | [%] | [Platform spend] |
| Project Management | $[amount] | [%] | [Agency PM fee] |
| Reporting/Analytics | $[amount] | [%] | [Measurement, dashboards] |
| Contingency | $[amount] | [%] | [Reserve for unknowns] |
| **TOTAL** | **$[amount]** | **100%** | |

**Budget Authority**: [Who approved - name, title]

**Budget Notes**: [Any constraints, approval thresholds, or considerations]

### 7.2 Agency Compensation

**Compensation Model**:

- [ ] Project-based fee: $[amount]
- [ ] Retainer: $[amount/month] for [duration]
- [ ] Hourly rate: $[rate] (capped at [hours])
- [ ] Performance-based: [Base fee + bonus tied to KPIs]
- [ ] Media commission: [% of media spend]
- [ ] Hybrid: [Combination - specify]

**Payment Schedule**:

| Milestone | Payment | % of Total | Due Date | Status |
|-----------|---------|------------|----------|--------|
| Contract signing | $[amount] | [%] | [Date] | [ ] |
| Concept approval | $[amount] | [%] | [Date] | [ ] |
| Creative delivery | $[amount] | [%] | [Date] | [ ] |
| Campaign launch | $[amount] | [%] | [Date] | [ ] |
| Campaign completion | $[amount] | [%] | [Date] | [ ] |
| **TOTAL** | **$[amount]** | **100%** | | |

**Payment Terms**: [Net 30, Net 60, etc.]

**Invoice Requirements**: [What must be on invoice - PO number, SOW reference, detailed breakdown]

### 7.3 Out-of-Pocket Expenses

**Included in Budget**: [What's covered in quoted fee]

**Reimbursable Expenses** (if applicable):

- [ ] Stock assets (photos, video, music) - [Pre-approval required | Cap: $[amount]]
- [ ] Talent/models - [Pre-approval required | Cap: $[amount]]
- [ ] Production expenses (locations, props, crew) - [Pre-approval required | Cap: $[amount]]
- [ ] Travel (if required) - [Pre-approval required | Cap: $[amount]]

**Expense Approval Process**: [How agency requests approval for expenses]

**Markup on Expenses**: [Agency markup policy - pass-through, % markup, etc.]

### 7.4 Contract and Legal

**Statement of Work (SOW)**: [Link or reference to SOW]

**Contract Status**: [Signed | In negotiation | Pending approval]

**Contract Term**: [Start date] to [End date]

**Renewal/Extension**: [Automatic renewal | Requires new SOW | [Details]]

**Termination Clause**: [Notice period, termination for cause vs. convenience]

**Confidentiality/NDA**: [Status - signed, on file, pending]

---

## 8. Success Metrics and Measurement

### 8.1 Campaign KPIs

**Primary KPI 1**: [Metric - e.g., "Lead Generation"]

- **Target**: [Number - e.g., "500 MQLs"]
- **Baseline**: [Historical benchmark]
- **Measurement**: [Tool - Salesforce, Google Analytics]
- **Agency Accountability**: [Yes - agency reports | No - client tracks]

**Primary KPI 2**: [Metric - e.g., "Brand Awareness Lift"]

- **Target**: [Number or percentage]
- **Baseline**: [Pre-campaign measurement]
- **Measurement**: [Tool - brand lift study, survey]
- **Agency Accountability**: [Yes | No]

**Primary KPI 3**: [Metric - e.g., "Cost per Acquisition"]

- **Target**: [Dollar amount]
- **Baseline**: [Historical CPA]
- **Measurement**: [Tool]
- **Agency Accountability**: [Yes | No]

### 8.2 Secondary Metrics

| Metric | Target | Baseline | Measurement | Agency Reports? |
|--------|--------|----------|-------------|-----------------|
| Impressions | [number] | [number] | [Tool] | Yes / No |
| Click-through rate | [%] | [%] | [Tool] | Yes / No |
| Engagement rate | [%] | [%] | [Tool] | Yes / No |
| Video completion rate | [%] | [%] | [Tool] | Yes / No |
| Landing page CVR | [%] | [%] | [Tool] | Yes / No |
| Social shares | [number] | [number] | [Tool] | Yes / No |

### 8.3 Reporting and Analytics

**Reporting Frequency**:

- **Daily**: [During active campaign - key metrics only]
- **Weekly**: [Standard performance update]
- **Monthly**: [Comprehensive analysis]
- **End-of-Campaign**: [Full post-mortem report]

**Reporting Format**: [Dashboard, slide deck, written report, meeting presentation]

**Reporting Owners**:

- **Agency Provides**: [What agency reports on]
- **Client Provides**: [What client reports on - e.g., CRM data, sales outcomes]

**Analytics Tools**:

- [Tool 1 - e.g., Google Analytics] - [Who owns, who has access]
- [Tool 2 - e.g., Facebook Ads Manager] - [Who owns, who has access]
- [Tool 3 - e.g., Custom dashboard] - [Who builds, who maintains]

**Attribution Model**: [How we attribute conversions across channels - last-touch, multi-touch, etc.]

### 8.4 Optimization and Iteration

**Optimization Approach**: [How agency optimizes during campaign - creative refreshes, audience refinement, budget reallocation]

**Optimization Cadence**: [How frequently optimizations happen - daily, weekly]

**Optimization Approval**: [What optimizations require client approval vs. agency discretion]

---

## 9. Roles and Responsibilities

### 9.1 Agency Team Structure

| Role | Name | Responsibility | Time Allocation |
|------|------|----------------|-----------------|
| Account Director | [Name] | Overall client relationship | [% or hours] |
| Account Manager | [Name] | Day-to-day coordination | [% or hours] |
| Creative Director | [Name] | Creative oversight | [% or hours] |
| Art Director | [Name] | Visual execution | [% or hours] |
| Copywriter | [Name] | Messaging and copy | [% or hours] |
| Designer | [Name] | Design execution | [% or hours] |
| Video Producer | [Name] | Video production | [% or hours] |
| Media Planner | [Name] | Media strategy | [% or hours] |
| Media Buyer | [Name] | Media execution | [% or hours] |
| Analyst | [Name] | Reporting and optimization | [% or hours] |

**Agency Responsibilities**:

- [ ] Strategic development (concept, positioning, messaging)
- [ ] Creative development (design, copy, video, audio)
- [ ] Production (video shoots, photography, post-production)
- [ ] Media planning and buying
- [ ] Campaign trafficking and deployment
- [ ] Performance monitoring and optimization
- [ ] Reporting and analysis
- [ ] Project management and client communication

### 9.2 Client Team Structure

| Role | Name | Responsibility |
|------|------|----------------|
| Campaign Owner | [Name] | Overall client lead, approvals |
| Brand Manager | [Name] | Brand compliance review |
| Product Marketing | [Name] | Product expertise, messaging |
| Legal/Compliance | [Name] | Legal review (if required) |
| Finance/Procurement | [Name] | Budget, contracts, payments |
| Analytics | [Name] | Measurement, CRM data |

**Client Responsibilities**:

- [ ] Provide comprehensive brief and strategic direction
- [ ] Timely feedback and approvals (per SLAs)
- [ ] Brand assets and guidelines
- [ ] Product information and subject matter expertise
- [ ] Access to analytics platforms and CRM data
- [ ] Legal/compliance review and approval
- [ ] Budget approval and payment per terms

### 9.3 Communication Plan

**Primary Communication Channels**:

- **Email**: [For formal communications, approvals]
- **Slack/Teams**: [For day-to-day coordination - if applicable]
- **Project Management Tool**: [Asana, Monday, etc. - if applicable]
- **Video Calls**: [Weekly status, reviews, presentations]

**Meeting Cadence**:

- **Kickoff Meeting**: [Date, agenda - alignment on brief, timeline, team]
- **Weekly Status Calls**: [Day/time, attendees, agenda]
- **Creative Reviews**: [As needed - concept presentation, creative review, final approval]
- **Monthly Business Reviews**: [First [day] of month, performance and planning]

**Response Time Expectations**:

- **Agency to Client**: [e.g., "Respond within 24 business hours"]
- **Client to Agency**: [e.g., "Provide feedback within 3 business days"]

**Escalation Path**:

- **Day-to-day issues**: [Agency Account Manager → Client Campaign Owner]
- **Creative disputes**: [Agency Creative Director → Client Brand Manager]
- **Budget/timeline issues**: [Agency Account Director → Client Marketing Director]
- **Critical issues**: [Agency Partner → Client CMO]

---

## 10. Approval and Review Process

### 10.1 Approval Workflow

**Concept Approval**:

1. Agency presents 2-3 campaign concepts
2. Client reviews and provides feedback (within [X] days)
3. Agency refines selected concept
4. Client approves final concept (sign-off required)

**Creative Approval**:

1. Agency delivers draft creative assets
2. Client review cycle 1 (within [X] days)
3. Agency revisions round 1
4. Client review cycle 2 (within [X] days)
5. Agency revisions round 2 (if needed)
6. Client final approval (sign-off required)

**Legal/Compliance Approval** (if required):

1. Agency submits creative for legal review (at draft stage)
2. Legal reviews and provides feedback (within [X] days)
3. Agency incorporates legal feedback
4. Legal final approval before launch

**Approval Authority**:

| Approval Type | Approver | Escalation |
|---------------|----------|------------|
| Concept | [Name, title] | [Name, title] |
| Creative | [Name, title] | [Name, title] |
| Media Plan | [Name, title] | [Name, title] |
| Budget | [Name, title] | [Name, title] |
| Legal/Compliance | [Name, title] | [Name, title] |

### 10.2 Feedback Process

**Consolidated Feedback**: [Who consolidates feedback - Campaign Owner, Account Manager]

**Feedback Format**: [Written document, annotated PDFs, collaborative tool]

**Feedback Turnaround**: [Client provides feedback within [X] business days]

**Subjective vs. Objective**: [Encourage objective, criteria-based feedback aligned with brief]

---

## 11. Risk Management

### 11.1 Identified Risks

| Risk | Probability | Impact | Mitigation | Owner |
|------|-------------|--------|------------|-------|
| [Risk 1 - e.g., "Timeline too aggressive"] | High/Med/Low | High/Med/Low | [Strategy] | [Name] |
| [Risk 2 - e.g., "Budget insufficient for scope"] | High/Med/Low | High/Med/Low | [Strategy] | [Name] |
| [Risk 3 - e.g., "Legal review delays launch"] | High/Med/Low | High/Med/Low | [Strategy] | [Name] |

### 11.2 Dependencies

**Client Dependencies** (what agency needs from client):

- [Dependency 1 - e.g., "Brand guidelines by [date]"]
- [Dependency 2 - e.g., "Product imagery by [date]"]
- [Dependency 3 - e.g., "Legal approval within 3 business days"]

**External Dependencies**:

- [Dependency 1 - e.g., "Partner logo approval"]
- [Dependency 2 - e.g., "Third-party platform API access"]

### 11.3 Contingency Plans

**If Timeline Slips**: [Contingency - reduce scope, extend timeline, add resources]

**If Budget Exceeds**: [Contingency - reduce scope, secure additional budget, phase approach]

**If Creative Isn't Approved**: [Contingency - alternative concepts, extend timeline]

---

## 12. Attachments and Resources

### 12.1 Provided to Agency

**Brand Assets**:

- [ ] Logo files (all formats) - [Link]
- [ ] Brand guidelines - [Link: BRD-{id}]
- [ ] Brand assets library (images, templates, etc.) - [Link]

**Campaign Materials**:

- [ ] Campaign strategy - [Link: STR-{id}]
- [ ] Messaging framework - [Link]
- [ ] Product information - [Link]
- [ ] Audience personas - [Link: AUD-{id}]

**Reference Materials**:

- [ ] Prior campaign results - [Link]
- [ ] Competitive analysis - [Link]
- [ ] Market research - [Link]
- [ ] Inspiration/mood boards - [Link]

**Access/Logins** (if applicable):

- [ ] Analytics platforms (view access)
- [ ] Advertising platforms (admin access if agency manages)
- [ ] Asset management system
- [ ] Project management tool

### 12.2 Requested from Agency

**Agency to Provide**:

- [ ] Team bios/credentials
- [ ] Relevant case studies or portfolio examples
- [ ] Certificate of insurance (if required)
- [ ] Tax documentation (W9 or equivalent)
- [ ] Proof of platform certifications (Google, Facebook, etc.)

---

## 13. Success Criteria and Next Steps

### 13.1 Project Success Defined As

**Business Success**:

- [Success criterion 1 - e.g., "Campaign meets or exceeds MQL target"]
- [Success criterion 2 - e.g., "ROI of 3x or higher"]
- [Success criterion 3 - e.g., "Brand awareness lift of 10%+"]

**Creative Success**:

- [Success criterion 1 - e.g., "Creative concept is differentiated and compelling"]
- [Success criterion 2 - e.g., "Assets perform above industry benchmarks"]
- [Success criterion 3 - e.g., "Creative awards consideration"]

**Partnership Success**:

- [Success criterion 1 - e.g., "Project delivered on time and on budget"]
- [Success criterion 2 - e.g., "Strong collaboration and communication"]
- [Success criterion 3 - e.g., "Mutual interest in ongoing partnership"]

### 13.2 Next Steps

Upon brief submission:

1. [ ] Agency confirms receipt and understanding of brief - [Date]
2. [ ] Kickoff meeting scheduled - [Date, time]
3. [ ] Agency submits clarifying questions (if any) - [Deadline]
4. [ ] Client provides answers/additional context - [Deadline]
5. [ ] Agency begins work on concept development - [Date]
6. [ ] First milestone (concept presentation) - [Date]

---

## Agent Notes

### For Campaign Manager

- Provide comprehensive context - more is better than less
- Be clear about must-have's vs. nice-to-have's
- Set realistic timelines with buffer for approvals
- Establish clear approval authority to avoid bottlenecks
- Maintain regular communication throughout project
- Document all decisions and changes in writing

### For Brand Manager

- Ensure brand guidelines are comprehensive and accessible
- Provide examples of good/bad brand execution
- Be available for brand questions throughout project
- Review creative early and often (not just final approval)
- Balance brand consistency with creative freedom

### For Legal/Compliance

- Review brief for legal/compliance requirements upfront
- Clarify what requires legal review (creative claims, competitive comparisons, etc.)
- Provide fast turnaround on legal reviews to avoid delays
- Educate agency on legal guardrails early in process

### For Finance/Procurement

- Ensure SOW and budget align with company policies
- Issue PO promptly after contract signing
- Track milestones and payments
- Monitor scope changes for budget impact

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## Related Templates

- `/templates/operations/campaign-card.md` - Parent campaign tracking
- `/templates/operations/vendor-brief-template.md` - For smaller vendor engagements
- `/templates/operations/asset-card.md` - Track deliverables from agency
- `/templates/strategy/campaign-strategy-template.md` - Campaign strategy detail
- `/templates/operations/budget-tracker-template.md` - Budget management

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## Template Version History

| Version | Date | Author | Changes |
|---------|------|--------|---------|
| 1.0.0 | 2025-01-28 | MMK Framework Team | Initial template creation |

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**END OF TEMPLATE**