Brand Collaboration Proposal Template (Australia)

Updated on 22 August 2026

A brand collaboration proposal is a pitch. A creator, agency or partner brand uses it to set out who they reach, what they would make, when, on what terms and for how much, so the brand can say yes, no, or yes-with-changes before anyone drafts a contract. A good one shortens the negotiation that follows, because the awkward questions about usage rights, exclusivity and payment are answered up front.

The design point that matters most is that a proposal must not accidentally become a contract. The source document says twice that it is not binding and then ends in a mutual signature block, which is exactly how a pitch turns into an argument about whether a deal was struck. This version is marked as an indicative proposal subject to a written agreement and ends with an acknowledgement of receipt. It also fixes the other three faults: a section duplicated across two pages, a compensation heading with nothing under it, and disclosure reduced to a promise to comply with "applicable advertising standards" — which in Australia means the AANA Code and the Australian Consumer Law.

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Brand Collaboration Proposal — Indicative, Not Binding

Date:
Prepared for:: —
Prepared by:: (ABN ) —
Pricing held until:

1. Status of this Proposal

This document is a proposal for discussion. The terms in it are indicative and subject to a separate written agreement signed by both parties. It is not an offer capable of acceptance, and neither party is under any obligation to proceed. The date above indicates how long will hold the pricing; it is not a deadline for acceptance.

2. About

Platforms and handles in scope:

OptionalAudience and reach sectionInclude your platform figures and their source.

3. Audience and Reach

Followers / subscribers:
Average reach or views per post:
Engagement rate:
Audience geography and age:
Source of figures:

The figures above come from the source stated and are accurate as at that date. They are aggregate figures only. The audience is organic: no followers, views or engagement have been purchased.

4. Objectives

5. Proposed Deliverables

Content would be produced in 's own style and voice, within brand guidelines supplied in advance. One round of factual and compliance comments is included; further rounds would be agreed separately.

6. Timeline

7. Fee

Production fee:
Payment stages:
GST:

OptionalExpenses lineInclude pre-approved travel or production costs.

8. Usage Rights

Proposed copyright position: . Any assignment of copyright would be dealt with in the signed agreement, in writing, as the Copyright Act requires.

The fee above covers publication on the creator's own channels and reposting by on its own organic channels for months from first publication, with credit.

OptionalPaid media optionOffer advertising use of the content as a priced add-on.

OptionalExclusivity optionOffer a category exclusivity window as a priced add-on.

9. Advertising Disclosure

Every item of paid content would be clearly distinguishable as advertising to the audience that sees it. The proposed label is , placed at the start of the caption or as a legible on-screen label, in addition to any platform paid-partnership tool. The creator would make only claims that has confirmed in writing it can substantiate, and only about products actually used.

10. Confidentiality

Each party would keep the other's non-public information — including unlaunched products, campaign plans and pricing — confidential while the parties are in discussion, and would not share this proposal outside its own organisation without consent.

11. Next Steps

Feedback on deliverables, timing, fee and rights.
Agreement on any changes, in writing.
A signed collaboration or ambassador agreement covering deliverables, disclosure, rights, payment and termination.
Production begins once the agreement is signed and any first payment is received.

12. Acknowledgement of Receipt

Signing below confirms only that has received this proposal and is willing to continue the discussion. It is not acceptance of the terms, creates no obligation, and does not commit either party to the collaboration.

Received for {{brand_name}} by

Date received:

Non-binding, and visibly so

This proposal states that the terms are indicative and subject to a separate written agreement, avoids the language of offer and acceptance, and ends with an acknowledgement of receipt rather than a counter-signature. The validity date tells the brand how long the pricing is held; it is not an option the brand can exercise.

If the brand wants to proceed, the next document is a collaboration or ambassador agreement, both linked from this page. Keeping the pitch and the contract as separate documents serves both sides better than a hybrid that reads as either.

Audience data a media team can check

The section that gets scrutinised is the audience data, and follower counts alone are weak. Reach, average views, engagement rate, audience geography and age split, and the source and date of the figures are what make a proposal credible.

Include a statement that the audience is organic and that no engagement has been purchased. It costs nothing, and brands increasingly want it as a warranty in the contract — inauthentic audiences are the commonest reason a campaign underdelivers. Keep the figures aggregated; individual-level follower data raises privacy questions that do not belong in a pitch.

Price the rights, and state the GST position

Most creator disputes are about usage rather than production. A brand that pays for two posts and then runs them as paid advertising for a year has taken something the fee never covered. Set out organic posting, the brand's right to repost, paid media and whitelisting, and exclusivity as four separate lines with their own durations.

Two Australian practicalities belong here as well. Copyright stays with the creator unless there is a written, signed assignment, so the proposal should indicate whether the brand is buying a licence or ownership. And the GST position needs stating — whether you are registered, and whether the fee is inclusive or exclusive — because the brand's finance team will ask before anyone signs.

Disclosure agreed at pitch stage

The AANA Code of Ethics requires advertising to be clearly distinguishable as such to the relevant audience, and an undisclosed commercial arrangement also risks being misleading or deceptive conduct under the Australian Consumer Law. The ACCC has run sweeps of influencer content looking for exactly that.

So this template names the label the creator will use and where it will appear, and confirms the creator will only make claims the brand can substantiate. That protects the creator and tells the brand what evidence it will have to supply.

Section-by-section guide

Status of this proposal: The non-binding statement up front, plus how long the pricing is held.
About the creator: Positioning, content focus and the platforms in scope.
Audience and reach: Optional. Followers, reach, engagement, top geographies and the source and date of the figures.
Objectives: What the collaboration is for, as outcomes the brand recognises.
Proposed deliverables: Format, platform, quantity and description — what the fee is priced against.
Timeline: Production, approval, publication and reporting dates.
Fee, GST and expenses: The production fee, payment stages, GST position and any pre-approved costs.
Usage rights: Organic use, brand reposting and paid media priced separately, with the ownership position indicated.
Exclusivity: Optional. The category and window offered, and what it costs.
Advertising disclosure: The label and placement the creator will use, agreed before anyone commits.
Confidentiality: Keeps unlaunched campaign information private during discussions.
Next steps: Names the contract that would follow.
Acknowledgement of receipt: Confirms receipt and willingness to keep talking — not acceptance.

Points to get right before you send it

Keep the document plainly non-binding
Say it is indicative and subject to a signed agreement, avoid offer-and-acceptance language, and use an acknowledgement of receipt rather than a mutual signature block.
Name the disclosure label and placement
The AANA Code of Ethics requires advertising to be clearly distinguishable as such to the relevant audience, with the provision updated to address influencer marketing. Specifying it removes a predictable objection.
AANA Code of Ethics
Remember the ACL applies too
An undisclosed commercial arrangement risks being misleading or deceptive conduct, and the ACCC has run sweeps of influencer content. Brands take this clause seriously.
ACCC — social media and influencers
Indicate the copyright position
The creator owns copyright unless there is a written, signed assignment. Say whether the brand is expected to take ownership or a licence so the contract can match the expectation.
Copyright Act 1968, s.196
State the source and date of audience figures
Platform analytics, a media-kit export or a third-party tool, with the date. Undated or unsourced numbers lose credibility quickly.
Deal with GST
Say whether you are registered and whether the fee is inclusive or exclusive of GST, and note that a valid tax invoice will follow.
Keep audience data aggregated
Share reach and demographics at aggregate level; individual-level data about followers raises privacy questions that do not belong in a pitch.

How to complete this proposal

Fill in the parties and dates. Add your details, the brand and contact you are pitching, the date and how long the pricing holds.
Add your audience numbers. Enter reach, engagement and audience mix, and name the source and date.
List deliverables and timeline. State format, platform and quantity, then production, approval and publication dates.
Price production and rights separately. Enter the fee, payment stages, GST position, usage term and any paid media or exclusivity.
Set the disclosure. Choose the label and placement you will use on every item of paid content.
Send it as a PDF or DOCX. Download, check the non-binding wording is intact, and send it with a short covering note naming the next step.

Frequently asked questions

Is a brand collaboration proposal legally binding?

This one is drafted not to be. It states that the terms are indicative and subject to a separate written agreement, avoids offer-and-acceptance language, and ends with an acknowledgement of receipt rather than a mutual signature. Be careful with templates that declare themselves non-binding and then include a counter-signature block — that is the combination arguments are built on.

How much audience detail should I include?

Enough to be checkable: follower count, average reach or views, engagement rate, top three audience locations, broad age split, and where the figures came from and when. Add that the audience is organic and no engagement has been purchased, because brands increasingly want that as a contractual warranty anyway.

Should I put my rate in the proposal?

Usually yes, split into production, usage and any exclusivity, with the GST position stated. A pitch without numbers invites the brand to anchor first, and a single all-in figure invites them to negotiate it down without giving anything up. Separating the components lets a brand buy less rather than pay less.

Who owns the content if the brand says yes?

You do, unless the agreement that follows contains a written, signed assignment — paying for content does not transfer copyright by itself. Indicate in the proposal whether you are offering a licence or an assignment so the brand's expectation matches the contract that gets drafted.

Do I need to mention disclosure if the brand has not raised it?

Yes, and it works in your favour. Advertising has to be clearly distinguishable under the AANA Code, and an undisclosed arrangement also risks breaching the Australian Consumer Law, which the ACCC has actively policed. A proposal that already names the label and placement looks professional and clears a common obstacle.

How long should the proposal stay open?

Set a validity date — commonly two to four weeks — and treat it as how long you will hold the pricing, not as an option the brand can exercise. If the brand comes back later, that is a new conversation and possibly a new price.

Can I use this for a brand-to-brand partnership?

Yes. The structure works for co-marketing between two businesses — replace the audience section with your channel and customer-base data and drop the disclosure section if no paid endorsement is involved. The non-binding framing and the separation of deliverables, rights and costs are just as useful.

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Disclaimer

This template and guide are general information about Australian practice, not legal, advertising-compliance or tax advice, and nobody has reviewed your pitch. The document is designed to be non-binding; if you edit it, take care not to turn it into an offer capable of acceptance.