About this template
An integrated ad campaign is more than a single piece — it's a strategic idea expressed through a master asset and adapted across every channel. This template follows that structure: strategy and consumer insight up front, a creative concept with big idea and claim, the master asset (key visual and copy), then adaptations for digital, OOH, and print, plus production. It uses the language advertising agencies actually use when scoping campaigns.
Perfect for
Ad agencies and creative shops scoping integrated campaigns, in-house creative leads briefing external partners, and freelance creative directors presenting campaign proposals.
How to customize it
- Break Adaptations into specific formats if the client needs a fixed list (stories, feed, banner sizes, OOH formats)
- Add Influencers / Talent if the campaign uses paid creators or spokespeople
- Move Film/video production to its own bid (e.g. the AICP template) when the production budget dwarfs the creative fee
What's inside this template
These are the line items the template comes with, organized by stage. Adjust amounts, quantities, and rates to your project.
Strategy
- Brief analysis
- Consumer insight
Creative Concept
- Big idea / Concept
- Tagline / claim
Master Asset
- Art direction / Key visual
- Copywriting
Adaptations
- Digital adaptations (social / display)
- OOH / print adaptations
Production
- Film / video production
- Media coordination
FAQ
What's the difference between the master asset and the adaptations?
The master is the campaign's flagship execution — the key visual and headline that define the idea. Adaptations take that master and reformat it for each channel (social sizes, OOH, print, etc). Pricing them separately makes the value of the creative concept explicit.
Should production be in the campaign budget or quoted separately?
Both happen. Small productions sit inside the campaign budget. Large productions (TV commercials, big shoots) almost always get a separate bid — use the AICP Commercial template for those.
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