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File and format guide

Ad specifications

Display advertising
Newsletter sponsorships
Podcast advertising
Sponsored features

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File naming
Image formats

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Media kits
Inventory sheets
Campaign reporting

Measurement

UTM parameters
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Tools and templates

Ad specification sheet
Campaign asset checklist
UTM link builder

Docs/Tools and templates

Campaign asset checklist

Tick off what you have and see what is still missing. Your progress is saved in this browser, and you can print or copy the list to share it.

Updated September 2026

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Brand basics 0 / 5

Logo — horizontal, transparent PNG and SVGAlso a square/stacked version if you have one.
Brand colours as hex valuesPrimary, secondary and one accent is plenty.
Font names (or "use whatever is close")
One-sentence description of the businessWho you help and with what.
Website URL and the exact landing page for this campaign

Interview and copy 0 / 5

Interview booked (45 minutes, one person)The person who knows the work best.
Three things customers always ask
One story or example we can useA real situation, anonymised if needed.
Offer, promo code or call to actionKeep it sayable out loud.
Any claims we must not makeRegulated industries especially.

Photography and imagery 0 / 4

3–6 photos of real people and placesLandscape, well lit, no heavy filters.
Headshot of the person interviewed (600 × 600)
Product or premises photos if relevant
Rights confirmed for every imageYours, licensed, or supplied by us.

Display creative 0 / 5

300 × 250 (medium rectangle)The one size every publisher takes.
728 × 90 and 320 × 50Desktop and mobile banners.
300 × 600 if the plan includes sidebars
All files under the size limitsSee the specification sheet.
Files named brand-campaign-placement-size-vN

Newsletter sponsorship 0 / 4

600 × 200 sponsor banner (1200 × 400 @2x)
Headline ≤ 60 characters
Body copy 40–120 wordsWritten for the reader.
Call to action + tracked linkUse the UTM builder.

Podcast advertising 0 / 4

Talking points (5 bullets, not a script)
Vanity URL or promo codeShort, lower-case, easy to say.
Pronunciation notes for names
Produced spot, if not host-readWAV or 192 kbps MP3, −16 LUFS.

Sponsored feature 0 / 4

Topic agreed with usSomething the reader is uncertain about.
Hero image 1600 × 900No text baked in.
Author photo and ≤ 50-word bio
Draft reviewed and approved

Links and measurement 0 / 4

Landing page live and tested on a phone
UTM links built for every placement
Analytics or form notifications confirmed working
Someone assigned to answer enquiriesWithin one business day.

Not every campaign needs every group — skip the channels you are not running. Sizes and limits are in thespecification sheet.

On this page

Brand basics
Interview and copy
Photography and imagery
Display creative
Newsletter sponsorship
Podcast advertising
Sponsored feature
Links and measurement

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