Find the gaps in a campaign brief

Check the incoming brief for the goal, audience, offer, channel, proposed launch date, budget (or 'not applicable') and the status of creative assets and the landing page. Treat 'to be agreed' as a tracked open decision and a blank field as a question for the client.

Use the brief to prepare one focused request for the missing decisions. The agency can then decide whether it has enough information to plan the work and agree a schedule.

Tie feedback to the version it describes

Keep the file identifier or link beside each comment, the reviewer and the requested decision. 'Change the headline' is feedback; 'approved' is a decision only when the reviewer and the version are clear.

If the client approved version two and the team has since produced version three, do not carry the approval forward. Prepare a question about the new version and let the agency follow its agreed review process.

Review extra requests and reporting gaps

When a client asks for an extra asset or revision, put that request alongside the agreed deliverables and revision limit. A draft can show the possible effect on price and timing, but an unclear scope or disputed agreement needs a person to resolve it.

For a recurring report, agree on the period, metrics and data sources first. A missing channel or an unmatched date range belongs in the report's exceptions, not in a chart that implies complete coverage.

Work you can get help with

Illustrative scenario using sample information.

Complete the campaign brief

Compare a campaign request with the agency's required fields and prepare a concise list of missing decisions.

What you provide
Campaign goal, audience, offer, channel, date, budget or 'not applicable', and asset status.
The useful result
A brief showing the supplied information and specific gaps to confirm.
When the task is complete
The agency has confirmed the required brief fields or explicitly agreed which ones are still to be decided.
What still needs checking
A campaign is not ready to plan on the basis of an assumed audience, date or budget.

Connect approval to the right creative version

Organise client comments and decisions against the specific file version and reviewer.

What you provide
Project reference, version identifiers or links, reviewer and available comments or approvals.
The useful result
A version-by-version view showing feedback, approval or an unresolved status.
When the task is complete
The designated reviewer has confirmed the exact version, or the agency records that approval is still outstanding.
What still needs checking
Approval of one version does not approve a later revision.

Make the effect of an extra request visible

Set a new request beside the agreed deliverables, revision limit and the team's estimate of additional work.

What you provide
Client request, agreed scope, existing revision limit, estimate or rate, and baseline date.
The useful result
A change summary with possible cost and schedule effects for review.
When the task is complete
The authorised agency owner and, where required, the client have agreed the change or the request remains on hold.
What still needs checking
An ambiguous or disputed scope needs human judgment, and the draft does not authorise extra work.

Prepare a recurring campaign report

Organise the agreed metrics for the same reporting period and flag missing or incompatible figures.

What you provide
Client and project, reporting period, approved metrics and the available source data.
The useful result
A report draft with the available figures, their period and visible gaps.
When the task is complete
The agency has checked the figures and the intended recipient, then recorded whether the report was sent and, if confirmed, delivered.
What still needs checking
Keep missing channels visible and record delivery separately after the report is sent.

Check reporting sources before the first report

Compare the agreed channel list with the available connection or export status and period coverage.

What you provide
Approved channels, known source statuses, reporting period and responsible contact role.
The useful result
A list of available, missing or unconfirmed sources and a draft question about any gap.
When the task is complete
The agency has confirmed each required source or agreed that the report will remain incomplete.
What still needs checking
Do not request passwords or claim a live connection exists without confirmation.

Questions you may have

Does the newest file automatically replace the approved one?

No. Keep the earlier approval attached to the version named in the decision. A later file needs its own confirmation when the agreed process requires it.

Can a draft report include a channel with no data?

It can name that channel as missing or unavailable. Do not replace the missing values with zero or imply that the report covers the channel.

What if a request seems outside the statement of work?

Place the request beside the agreed scope and prepare the proposed impact. The agency resolves uncertainty and obtains any required client agreement before starting additional work.

Can I connect our campaign reporting sources?

The demo uses sample company data. Ask whether your reporting sources and the report workflow are available before relying on a live connection.

Sources and further reading

Related reading

The demo uses sample company data. Access may need to be arranged.

Explore the demo