Playbook · 7 steps · about 2 hours

Campaign plan

From the strategic brief to an agency-ready creative brief with activations, built on human and cultural truths.

1. 1

   Frame the strategy

   @Marketing Brief~15 min

   Start the project with the brief. Name the objective, the audience and the moment. This document anchors every later step.

   PromptCopy

   Marketing brief for [campaign or launch] in [market], aimed at [audience], for [season or date]. Objective: [what the campaign must change].

   You getA marketing brief in Outputs: problem, context, audience, objectives and KPIs, constraints, deliverables.

   💡Use Ask Agent to tighten the KPIs now. Every later agent reads this document.

2. 2

   Choose who to target

   @Targeting~15 min

   Ask for audience segments against the brief. Select the one or two the campaign will speak to.

   PromptCopy

   @Targeting Audience segments for #Marketing Brief, with mindset, occasions and motivations

   You getSegment cards with profile, mindset, occasions and digital behaviour. One or two selected.

   💡Selecting one segment makes the next steps sharper than selecting four.

3. 3

   Find the human truth

   @Human Insights~15 min

   Ask for the timeless truths your campaign could stand on, for the selected segment.

   PromptCopy

   @Human Insights Human truths to build [campaign] on, for the segment selected in #Targeting

   You getInsight statements with why each resonates now. Select one or two.

   💡These are written to build on, not sourced evidence. For what your research says, ask @Insights.

4. 4

   Add the cultural tension

   @Cultural Truth~10 min

   Ask what is shifting in culture right now that the brand could take a stand on.

   PromptCopy

   @Cultural Truth Cultural shifts and tensions shaping [audience] in [market] that [brand] could speak to

   You getCultural truth cards with a manifesto each. Select one.

   💡Human truth is timeless, cultural truth is now. A campaign needs one of each.

5. 5

   Open the creative territories

   @Creative Territories~20 min

   Ask for campaign platforms, referencing the truths you selected.

   PromptCopy

   @Creative Territories Campaign territories for [brand] built on #Human Insights and #Cultural Truth

   You getBig ideas with proposition, manifesto and ways to bring each to life. Select the two you would present.

   💡Say "campaign" in the prompt. The same agent also produces innovation territories.

6. 6

   Make it concrete

   @Activation Idea~15 min

   Ask for activations at the touchpoints that matter for this audience.

   PromptCopy

   @Activation Idea Activations at [retail, social, events] for the first territory selected in #Creative Territories

   You getActivation cards explaining how each works and what people experience. Select three.

   💡Name the touchpoints. The agent does not guess your channel plan.

7. 7

   Write the creative brief

   @Creative Brief~15 min

   Hand everything to the creative team in one document that references the chain.

   PromptCopy

   @Creative Brief Creative brief for [campaign], from #Marketing Brief, the selected territory in #Creative Territories and the activations in #Activation Idea

   You getA creative brief: one consumer insight, the job to be done, key messages, channels and mandatories.

   💡Package as file, Slide deck, with the brief, the territory and the activations ticked, gives the agency a deck in one click.