A detailed document that describes the objectives of the advertising campaign, the target audience, competition, tone, and voice of the brand, among other important details.

Ideas for the advertising campaign, including possible slogans, images, key messages, etc. Key messages: The key points that the advertising campaign aims to communicate Advertising script: If a video advertisement is going to be produced, a script will be needed to guide the production and editing. Storyboards: In the case of a video or animation advertising campaign, storyboards may be needed to visually represent the sequence of scenes and transitions. Reference materials: Such as the brand style guide, research materials, and any other resources used to inform the creative strategy. Backup copies: Additional materials that may be necessary, such as automated response messages for email, copies for online ads, among others.

This may include headlines, subheadings, body text, slogans, tags, and any other type of copy needed for the campaign. Campaign presentations: Visual or multimedia presentations to communicate and sell the advertising campaign to clients or other team members.