
Channel roles
Assign awareness, consideration, or response roles to media choices. Do not judge every format by one identical short-term conversion target. Confirm who handles urgent changes and who checks the result.
Develop the message for the placement and the audience's likely attention. Confirm asset rights and required versions before buying media. Agree whether the evidence supports keeping, changing, or stopping the approach.
- A written brief
- Named responsibilities
- Agreed review points




