Campaign Brief Generator

What it does

The Campaign Brief Generator takes a brand/product goal + target audience and produces a defensible, measurable, production-ready creative brief. It is not a fill-in form — it performs the strategic reasoning that makes a brief defensible, binding every layer to a named framework:

• STP (Kotler): Splits the audience into discrete segments instead of one "everyone" mass, selects the highest-return primary segment, and writes a Positioning Statement: "For [target], [brand] delivers [the one distinctive benefit] in [category] — because [reason-to-believe]."
• Jobs-to-be-Done (Christensen/Moesta): Derives the promise not from demographics but from the "job" the audience hires the product for — the functional + emotional + social progress it makes.
• Get/To/By + SMP (Ogilvy / D&AD / IPA tradition): Distills the single-minded proposition at the heart of the brief into one sentence; a brief carries at most one core idea.
• See-Think-Do-Care (Avinash Kaushik) + AARRR: Builds the channel architecture by intent stage, assigning each channel a role + KPI, and never judges an upper-funnel (reach) channel by a conversion KPI.
• SMART + KPI tree: Replaces unmeasurable "raise awareness" with a North-Star metric + proxy metrics (reach → CTR → CVR → CAC), each with a baseline + target + measurement method.
• RICE (Intercom): Scores competing channel/creative directions instead of relying on gut feel.

The brief must pass a competitive distinctiveness test (a cliché claim a rival could also make is rejected) and is scored with a 0-100 Brief Robustness Score (≥75 production-ready, 55-74 revise, <55 strategic gap). The A/B hypothesis applies MDE + 80% statistical power discipline.

When to use

When framing a new campaign, auditing an existing brief, briefing an agency/team, or answering "how do we reach this goal with this audience." Audience: marketing manager, brand strategist, growth/performance marketer, agency planner.

Method / frameworks

STP & Positioning (Kotler & Keller; Ries & Trout), Jobs-to-be-Done (Christensen, Competing Against Luck; Moesta), Creative brief / SMP (D&AD + IPA templates; Ogilvy Get/To/By), See-Think-Do-Care (Kaushik) + AARRR (McClure), SMART goals (Doran 1981), RICE (Intercom), A/B testing with MDE + 80% power / 95% confidence.