campaign-direction

name	campaign-direction
description	Translate an approved creative concept into a coordinated campaign system covering message architecture, visual expression, channel roles, asset families, sequencing, and production priorities.

Campaign Direction

Use when an approved concept must become a multi-channel campaign rather than disconnected assets.

Procedure

1. Confirm campaign objective, audience segments, concept, proposition, call to action, timing, channels, and measurement expectations.
2. Define the message architecture: what is invariant, what can vary by audience or channel, and how supporting proof or offers fit.
3. Define the visual and tonal system that carries the concept while leaving specialist execution room.
4. Assign a distinct job to each channel or format instead of copying the same artifact everywhere.
5. Map the asset family, variants, dependencies, localization or personalization needs, and production priority.
6. Define sequence and continuity across teaser, launch, follow-up, retargeting, event, or lifecycle stages as applicable.
7. Review feasibility with marketing, brand, art, copy, motion, production, and platform constraints before locking the plan.
8. Establish review checkpoints that evaluate concept fidelity and campaign coherence rather than micro-managing each craft.

Decision rules

• A campaign is a system of coordinated exposures, not a folder of similarly branded files.
• Channel adaptation should preserve the concept while respecting native behavior.
• Creative direction owns coherence; individual specialists own craft execution.
• Do not overproduce variants without a distribution or measurement reason.

Quality gate

Campaign direction is ready when every major channel and asset family has a defined role, invariant concept and message elements are clear, production dependencies and sequence are known, adaptations remain coherent, and specialist teams can execute without inventing the campaign architecture.