Triage a Messy Campaign Brief
Triage a campaign brief by clarifying objective, audience, channel role, and measurement before execution.
Brief triage Marta has ten business days, a vague awareness request, four proposed channels, and a KPI line that mixes impressions with pipeline. If she accepts the brief as written, every channel will optimize for a different meaning of success. The sequence Objective → Audience → Channel role → Measurement Clarify the campaign in the order that prevents rework. The objective sets the target change. The audience tells you what proof matters. PESO assigns jobs. AMEC defines the evidence. Shortcut Start building assets from the channel list. The brief becomes a plan that can be managed. Tactics are easier to…
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