Process · 6 min read
How to write a marketing brief that gets great work back (UK, 2026)
A simple, reusable marketing brief template for UK small businesses — used with agencies, freelancers and in-house marketers.
By Jack Frampton, Multi-Channel Marketer at Queen's College, Taunton · Published 1 July 2026
Most bad marketing work comes from bad briefs. Here's the one-page brief format I use with clients and internal stakeholders at Queen's College, Taunton to get better output, faster.
Start with the outcome
One sentence: "We want [audience] to [do this thing] by [when]". Skip this and every downstream decision is a guess.
Define the audience concretely
Not "parents". "Parents of Year 5/6 pupils in TA1–TA4 postcodes considering a move to independent education." Specific audiences make specific creative possible.
State what NOT to do
"Don't use stock photography." "Don't lead with price." Constraints unlock better ideas than a blank canvas ever will.
Deadlines, format and budget
Delivery format (JPG, PDF, MP4), sizes, deadline, and rough budget band. Without these, the freelancer either over-scopes or under-delivers.
Frequently asked questions
- How long should a marketing brief be?
- One page for tactical work, 2–3 for campaigns, 4–6 for full brand projects. Longer than that and it stops being read.
- Do I share budget in the brief?
- Yes — a range at minimum. Hiding budget wastes everyone's time on impossible scope.
- Should I brief in writing or on a call?
- Both. Written brief for the record; kick-off call for context and questions.
- Do agencies use their own templates?
- Usually yes, but a clear client brief accelerates the process by a week or more.