Ad research templates you can take into a meeting
Choose the document by the decision it needs to support. A competitor sample, a campaign map and a production brief each answer a different question. Every worksheet here is free to copy, with no signup required.
Choose the right starting point
Competitor ad research template
A free competitor ad research worksheet with sampling rules, observation fields and a filled example. Copy it without signing up.
Creative strategy brief template
Turn ad research into a creative strategy brief with a clear question, audience, proposition, evidence and production constraints. Free worksheet and example.
Ad campaign teardown template
A free campaign teardown worksheet for separating creative concepts, variations and observations. Includes a filled example and a reusable handoff.
What to bring to each template
- For competitor research, bring a question and a consistent way to select ads across the brands you review.
- For a campaign teardown, bring a related set of ads and an explicit reason for grouping them. Public sources may not reveal actual campaign boundaries.
- For a creative strategy brief, bring the audience situation, verified product facts and the visual choices your team needs to discuss.
Make the handoff checkable
Keep a source and observation date beside each reference. Describe what the ad shows before interpreting why the advertiser chose it. Mark invented examples, unknown results and product claims that still need review.
The worksheets use neutral fields because a conclusion can change while a document stays in circulation. ‘A continuous packing demonstration’ remains a useful description; ‘winning creative’ needs results the public reference does not provide.
Give your references a place
Copy a worksheet into your own document and fill it there. Nothing you write needs to be sent to Barry. If you use Barry Pro, keep the selected references on a named board and share it alongside the handoff. Shared boards open on desktop without an account.