You can brief one local activation or a campaign across several areas. The proposal should make the format, delivery responsibilities, costs, approval process and reporting clear enough for your agency and your client to make a decision.
A useful brief can start before the format is fixed
If the client has a clear objective but has not chosen a format, describe the job. Identify the audience, destination, important moments and constraints. We can discuss practical options rather than forcing the brief into a particular piece of equipment.
If the format is already chosen, send the required locations, quantities, operating periods or media dates, and any specification that must be met. Distinguish requirements from preferences so alternatives can be assessed accurately.
Information to include
On a small screen, scroll the table sideways to compare every column.
| Brief field | What helps |
|---|---|
| Advertiser and agency role | Final brand, whether you manage the media, production or staffing, and who approves |
| Objective and audience | The action or information goal, plus the people and locations that matter |
| Geography and timing | Cities, postcodes, dates, operating windows and whether activity is simultaneous |
| Formats and tasks | Display, distribution, participation, fixed media or a coordinated combination |
| Creative and materials | Available assets, versions, production needs, leaflets and handover requirements |
| Commercial scope | Budget range, required quote breakdown, payment or procurement requirements |
| Reporting | Evidence, file format, client presentation needs and delivery deadline |
For multiple locations, attach a schedule with the artwork and instructions for each one. A single email saying “same campaign nationwide” may miss differences that affect execution.
Understand who does what
An agency buying a campaign, a specialist operator delivering it and a media owner supplying a placement have different roles. The proposal should identify the relevant responsibilities without implying that every vehicle or site is owned by The Bike Ads.
Our history includes work through intermediaries as well as direct advertiser briefs. It also includes equipment hire for teams managing their own operation. Tell us whether you need a managed campaign, kit for your staff or a media booking coordinated with other activity.
Compare managed campaigns, DIY hire and buying.
Agree the approval and change process
Name the artwork approver and the person authorised to change the scope. Confirm how instructions move from the advertiser through the agency to the operating team or media owner.
Set deadlines for files, production and the final location plan. If a message changes or a venue becomes unavailable, record the agreed revision and any cost impact. An informal request to someone on the street should not bypass the campaign’s approval process.
Specify the report your client needs
Ask for the evidence that supports the scope: operating times and locations, posting or playback information, photographs and material changes. If the client needs a particular slide layout or file structure, mention it before booking.
Keep estimates and results labelled correctly. A media-owner audience estimate, a leaflet count and a tracked enquiry are different measures. Do not turn the supplier’s delivery report into a claim of sales attribution that the data does not support.
Common questions
Can you work with our creative and staffing teams?
Yes. Set out which parts you already have covered. The proposal can define the remaining equipment, operation, media, production and coordination requirements.
Can several locations use different artwork?
Yes, subject to the format and production schedule. Supply a version-to-location plan and allow time for checks and approval.
Can you provide a white-label arrangement?
Describe the communication, reporting and branding arrangement you need. We will discuss what can be agreed for the campaign rather than assuming one standard arrangement applies to every client.
Can we get a quote without final artwork?
You can begin with the brief and the expected production requirements. Final specifications, versions and approvals still need to be settled before production or delivery is confirmed.
Send your agency brief or use the campaign-planning guide to prepare the scope.