Statement of Work Template for Marketing Campaigns (UK 2025)

When You Need This Contract

Marketing campaign SOWs define the scope, deliverables, timeline, and measurement framework for specific campaigns. The SOW should separate creative development from media execution, specify all deliverables in precise terms, and establish clear performance measurement criteria. The distinction between campaign activities the agency delivers and business outcomes influenced by external factors must be clearly drawn to manage expectations and prevent disputes about campaign success.

Key Clauses

• Campaign objectives with measurable success criteria
• Creative deliverables with specifications for each channel
• Media plan with channel allocation, targeting, and budget
• Timeline with creative development and media flight milestones
• Performance measurement framework distinguishing activity from outcome metrics

What to Watch Out For

• Not separating agency-controllable activity metrics from business outcome metrics influenced by external factors
• Failing to specify creative deliverable formats and sizes for each channel, leading to reformatting disputes

Sample Clauses

• Sample objective clause: 'Campaign objectives: increase website traffic from target audience by [X]% during campaign period; generate [X] qualified leads through campaign landing pages; achieve [X] impressions across paid media channels. The agency is accountable for delivering the agreed activity and will report on all metrics, noting that business outcomes are influenced by factors beyond the agency's control.'
• Sample deliverable clause: 'Creative deliverables for this campaign: [X] hero images (1920x1080 and 1080x1080), [X] social media posts per platform (Facebook, Instagram, LinkedIn) with copy and imagery, [X] email campaigns with subject lines, body copy, and HTML template, [X] video assets ([X] seconds, landscape and portrait), landing page copy and wireframe.'