
Channel roles
Assign awareness, consideration, or response roles to media choices. Do not judge every format by one identical short-term conversion target. Give the team a clear route for questions and corrections.
Develop the message for the placement and the audience's likely attention. Confirm asset rights and required versions before buying media. Leave the team with a decision, an owner, and a review date.
- A written brief
- Named responsibilities
- Agreed review points




