Advertising agency questionnaire template (30 questions)

Client and Company Information
Use this block to capture core identifiers and competitive context for account setup and positioning.

• What is the name of your company and its key contact person?
• How can we reach you (phone number, email, office address)?
• Can you provide a brief history of your company and its mission?
• Who are your main competitors?

Advertising Objectives
Lock down campaign intent and promoted offerings to drive channel selection and creative direction.

• What are the primary goals of your advertising campaign?
• Are there specific products or services you wish to promote?
• What is the desired outcome of this campaign (e.g., brand awareness, lead generation, sales increase)?
  Clarity here ties creative and media to business impact and prevents goal creep.

Target Audience
Capture who they sell to and how those audiences behave to inform targeting and message nuance.

• Who is your ideal customer or target audience?
• Could you provide demographic information on your target audience (age, gender, income, education)?
• Are there any particular customer segments or markets you are focusing on?
• How does your current customer base engage with your brand?
  Segment detail and behavioral context improve targeting efficiency and message relevance.

Budget and Timeline
Confirm spend and schedule constraints to shape phasing, reach, and production planning.

• What is your budget range for this advertising campaign?
• Do you have a specific timeline or deadlines we should be aware of?
• Are there any seasonal considerations or specific dates to align with?

Brand and Messaging
Gather guardrails and messaging anchors to keep creative on-brand and consistent.

• How would you describe your brand's voice and personality?
• What key message do you want to communicate through this campaign?
• Are there specific taglines or slogans you want to include?
• Do you have existing brand guidelines or assets you'd like us to incorporate?

Media Preferences
Identify channel preferences and exclusions to streamline planning and avoid misalignment.

• Which advertising channels or platforms are you interested in (e.g., digital, print, radio, television, social media)?
• Are there any platforms you specifically want to avoid?
• Do you prefer traditional or digital media strategies?

Performance and Evaluation
Align on success metrics and reporting cadence to prevent goal drift and speed optimization.

• What metrics or indicators will you use to evaluate the success of this campaign?
• How frequently would you like performance reports or updates?
• Are there previous campaigns you can reference that can serve as a baseline for success?
  Defined KPIs, cadence, and baselines enable faster optimization and cleaner post-mortems.

Legal and Compliance
Surface constraints and approval paths to de-risk creative and timelines.

• Are there any legal or ethical guidelines we need to be aware of?
• Are there industry-specific compliance standards to adhere to?
• Do you require approval processes for all creative materials?
  Early constraints and approvals reduce rework, risk, and delays.

Additional Considerations
Capture subjective preferences and opportunities that could affect creative, partnerships, or activation.

• Do you have any preferences or dislikes for creative materials (e.g., color schemes, imagery)?
• Are there any partnership, sponsorship, or collaboration opportunities you are exploring?
• Is there any other information or special instructions that would help us in planning your campaign?