# B2B ad production brief

Fill this in for one offer and one buyer problem. Write “unknown” where you need an answer. The [worked example](production-brief-worked.md) shows how the fields fit together.

## 1. Business and buyer

- Business and product:
- Buyer role and type of company:
- Task the buyer is trying to complete:
- Where they get stuck:
- What they already know about us:

## 2. Offer and next step

- What the ad offers:
- What someone receives or does:
- Destination URL, or “not built”:
- Form, payment, meeting or account required:
- What happens after the click:
- Availability, eligibility or other conditions:

## 3. Reference ad

- Source URL and advertiser:
- Author, if different from the advertiser:
- Exact opening copy:
- What the creative shows, in order if it is a video:
- Offer and CTA:
- What we want to borrow and why it fits our buyer:
- What we should change for our business:

## 4. Claims and source material

Add one row for each factual claim or quotation you want in the ad. Use the original wording for quotations.

| Claim or quotation | Supporting file or URL | What the source actually establishes | Permission to use it | Unanswered question and owner |
| --- | --- | --- | --- | --- |
| | | | | |

## 5. Production material

- Product screens or recordings we can make:
- People who can appear, their role and permission:
- Customer material we may use:
- Photos, footage, diagrams or resources already available:
- Format, channel and practical production limits:
- Who will make it and what they still need:

## 6. Proposed ad

- Opening:
- Main explanation:
- Proof to show:
- CTA:
- Why that CTA follows from the opening:

| Scene or layout area | Visual or source asset | On-screen text | Spoken words, if any | Approximate duration, if video |
| --- | --- | --- | --- | --- |
| | | | | |

## 7. Channel versions

Complete only the channels you intend to use. These are proposed ads, not examples of ads already running.

| Channel | Opening and format | Proof or visual | CTA and destination | What changed and why |
| --- | --- | --- | --- | --- |
| LinkedIn | | | | |
| Meta | | | | |
| Search | | | | |

## 8. Review before production and launch

- Does each claim have the required support and permission?
- Can the producer make every promised visual with the listed material?
- Is any copied source wording or brand identity being reused without permission?
- Does the destination deliver the same offer, with its requirements clear?
- Do the first frame, copy and CTA make sense together?
- What must be answered or repaired? Who owns each item?

**Decision:** ready to produce / revise / stop this approach.

**Reason and unresolved items:**

“Ready to produce” is not approval to launch. Check the finished creative, destination, tracking, campaign settings and required approvals before spending money.

## 9. What we will measure

- Question this test should answer:
- Primary observable action and where it is recorded:
- What that action does not prove:
- Time window and attribution rule:
- Business outcome to follow separately:
- Who reviews the result and what decision they will make:

## 10. Handoff

- Brief owner and date:
- Producer:
- Reviewer:
- Files supplied:
- Open questions, responsible person and due date: