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Cognitive architecture for AI-augmented software development with structured memory, ensemble validation, and closed-loop correction. FAIR-aligned artifacts, 84% cost reduction via human-in-the-loop, standards adopted by 100+ organizations.
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Markdown
# Advertising Campaign Brief
**Card ID**: `ADV-{PROJECT}-{NNNN}`
**Version**: 1.0
**Status**: Draft | In Review | Approved | Active | Complete
**Campaign**: {CAMPAIGN_NAME}
**Owner**: {OWNER_NAME}
## Campaign Overview
### Business Objective
{What business outcome are we trying to achieve?}
### Marketing Objective
| Objective | Type | Metric |
|-----------|------|--------|
| Primary | Awareness / Consideration / Conversion | {Specific metric} |
| Secondary | {Type} | {Specific metric} |
### Budget
| Category | Amount | % of Total |
|----------|--------|------------|
| Media spend | ${Amount} | {%} |
| Creative production | ${Amount} | {%} |
| Agency fees | ${Amount} | {%} |
| **Total** | **${Amount}** | **100%** |
### Timeline
| Phase | Start | End | Duration |
|-------|-------|-----|----------|
| Planning | {Date} | {Date} | {Weeks} |
| Creative development | {Date} | {Date} | {Weeks} |
| Production | {Date} | {Date} | {Weeks} |
| Campaign flight | {Date} | {Date} | {Weeks} |
| Reporting | {Date} | {Date} | {Weeks} |
## Target Audience
### Primary Audience
| Attribute | Definition |
|-----------|------------|
| Demographics | {Age, gender, income, education} |
| Geography | {Locations, markets} |
| Psychographics | {Interests, values, lifestyle} |
| Behaviors | {Purchase habits, media consumption} |
### Audience Segments
| Segment | Size | Priority | Platform Focus |
|---------|------|----------|----------------|
| {Segment 1} | {Est. reach} | High | {Platforms} |
| {Segment 2} | {Est. reach} | Medium | {Platforms} |
| {Segment 3} | {Est. reach} | Low | {Platforms} |
### Custom Audiences
| Audience Type | Source | Size | Use Case |
|---------------|--------|------|----------|
| Retargeting | Website visitors | {Size} | Re-engagement |
| Lookalike | Customer list | {Size} | Acquisition |
| CRM | Email list | {Size} | Cross-sell |
## Competitive Landscape
### Key Competitors
| Competitor | Share of Voice | Positioning | Media Mix |
|------------|---------------|-------------|-----------|
| {Competitor 1} | {%} | {How positioned} | {Channels} |
| {Competitor 2} | {%} | {How positioned} | {Channels} |
### Competitive Advantage
{What differentiates us? Why should audience choose us?}
### Category Insights
{Relevant market/category trends affecting this campaign}
## Messaging Strategy
### Key Message
{Single, most important takeaway for the audience}
### Supporting Messages
1. {Supporting point 1}
2. {Supporting point 2}
3. {Supporting point 3}
### Proof Points
| Claim | Support |
|-------|---------|
| {Claim 1} | {Evidence, stat, testimonial} |
| {Claim 2} | {Evidence, stat, testimonial} |
### Call to Action
| Audience Stage | CTA | Destination |
|----------------|-----|-------------|
| Awareness | {CTA} | {Landing page} |
| Consideration | {CTA} | {Landing page} |
| Conversion | {CTA} | {Landing page} |
### Tone & Voice
{Description of desired tone - aspirational, urgent, playful, etc.}
## Media Strategy
### Channel Mix
| Channel | Budget | Objective | KPI |
|---------|--------|-----------|-----|
| Paid Social | ${Amount} | {Goal} | {Metric} |
| Paid Search | ${Amount} | {Goal} | {Metric} |
| Display | ${Amount} | {Goal} | {Metric} |
| Video | ${Amount} | {Goal} | {Metric} |
| Native | ${Amount} | {Goal} | {Metric} |
| OOH | ${Amount} | {Goal} | {Metric} |
| Audio | ${Amount} | {Goal} | {Metric} |
### Platform Details
#### Paid Social
| Platform | Budget | Placements | Targeting |
|----------|--------|------------|-----------|
| Meta (FB/IG) | ${Amount} | Feed, Stories, Reels | {Targeting} |
| LinkedIn | ${Amount} | Feed, Sponsored | {Targeting} |
| TikTok | ${Amount} | For You, TopView | {Targeting} |
| Twitter/X | ${Amount} | Feed, Promoted | {Targeting} |
#### Paid Search
| Engine | Budget | Campaign Types | Keywords |
|--------|--------|----------------|----------|
| Google | ${Amount} | Search, Shopping, Performance Max | {Themes} |
| Bing | ${Amount} | Search | {Themes} |
#### Programmatic/Display
| Partner | Budget | Formats | Targeting |
|---------|--------|---------|-----------|
| {DSP} | ${Amount} | {Sizes} | {Method} |
## Creative Requirements
### Formats Required
| Format | Platform | Specs | Quantity |
|--------|----------|-------|----------|
| Static image | Meta, Display | 1080x1080, 1200x628 | {#} |
| Carousel | Meta, LinkedIn | 1080x1080 (3-10) | {#} |
| Video | All | :15, :30, :60 | {#} |
| Stories/Reels | Meta, TikTok | 1080x1920 | {#} |
### Creative Deliverables
| Deliverable | Due Date | Owner |
|-------------|----------|-------|
| Creative brief | {Date} | {Name} |
| Concepts | {Date} | {Name} |
| First draft | {Date} | {Name} |
| Final creative | {Date} | {Name} |
### Brand Guidelines
- Logo usage: {Requirements}
- Color palette: {Primary, secondary colors}
- Typography: {Approved fonts}
- Imagery: {Style guidelines}
### Mandatory Elements
- [ ] Legal disclaimers: {Text}
- [ ] Copyright: {Year Company}
- [ ] CTA button
- [ ] Brand logo
- [ ] {Other required elements}
## Landing Pages
### Landing Page Requirements
| Campaign | URL | Owner | Status |
|----------|-----|-------|--------|
| {Campaign/segment} | {URL} | {Name} | {Status} |
### Page Elements
- [ ] Headline aligned with ad messaging
- [ ] Consistent visual design
- [ ] Clear CTA
- [ ] Form (if lead gen)
- [ ] Tracking pixels
- [ ] Mobile optimized
## Tracking & Measurement
### KPIs by Objective
**Awareness**:
| KPI | Target | Measurement |
|-----|--------|-------------|
| Reach | {Number} | Platform reporting |
| Impressions | {Number} | Platform reporting |
| Video views | {Number} | Platform reporting |
| Brand lift | {%} | Brand study |
**Consideration**:
| KPI | Target | Measurement |
|-----|--------|-------------|
| Clicks | {Number} | Platform reporting |
| CTR | {%} | Platform reporting |
| Engagement rate | {%} | Platform reporting |
| Site traffic | {Number} | Analytics |
**Conversion**:
| KPI | Target | Measurement |
|-----|--------|-------------|
| Conversions | {Number} | Pixel tracking |
| CPA | ${Amount} | Calculated |
| ROAS | {X}:1 | Revenue/spend |
| Revenue | ${Amount} | Attribution |
### Tracking Setup
| Pixel/Tag | Platform | Status |
|-----------|----------|--------|
| Meta Pixel | Facebook/Instagram | Installed |
| LinkedIn Insight | LinkedIn | Installed |
| Google Ads | Google | Installed |
| TikTok Pixel | TikTok | Installed |
| Google Analytics | Site | Installed |
### UTM Parameters
```
utm_source={platform}
utm_medium=paid_{type}
utm_campaign={campaign_name}
utm_content={ad_name}
utm_term={keyword/audience}
```
## Reporting
### Report Schedule
| Report Type | Frequency | Recipients |
|-------------|-----------|------------|
| Performance flash | Daily (first week) | Team |
| Weekly report | Weekly | Marketing leadership |
| Monthly report | Monthly | Executive |
| Final report | Post-campaign | All stakeholders |
### Report Contents
- [ ] Spend vs budget
- [ ] KPI performance vs targets
- [ ] Platform breakdown
- [ ] Creative performance
- [ ] Audience insights
- [ ] Optimization actions
- [ ] Recommendations
## Approvals
| Stakeholder | Role | Status | Date |
|-------------|------|--------|------|
| {Name} | Brand | Pending | |
| {Name} | Media | Pending | |
| {Name} | Legal | Pending | |
| {Name} | Budget | Pending | |
| {Name} | Final | Pending | |
## Team & Contacts
| Role | Name | Email | Responsibility |
|------|------|-------|----------------|
| Campaign Owner | {Name} | {Email} | Overall ownership |
| Media Buyer | {Name} | {Email} | Media execution |
| Creative Lead | {Name} | {Email} | Creative development |
| Analytics | {Name} | {Email} | Tracking & reporting |
| Agency Contact | {Name} | {Email} | {Agency responsibilities} |
## Appendix
### Reference Materials
| Document | Link |
|----------|------|
| Brand guidelines | {URL} |
| Previous campaigns | {URL} |
| Competitor examples | {URL} |
| Market research | {URL} |
### Version History
| Version | Date | Author | Changes |
|---------|------|--------|---------|
| 1.0 | {DATE} | {Name} | Initial brief |
*Template version: 1.0 | MMK Framework*