Strategy Brief B05

Creative / Copy Production Brief

Gives creative and copy a locked brief so execution can improve the work without silently changing the underlying strategy.

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80% Rule

Creative may improve execution, but it may not silently change audience, behavior, eligibility, offer, urgency or suppression logic.

The field set to lock in audience, message, offer, and KPI before copy or creative production starts.

Documents an automation's trigger, logic, and exit rules well enough that no one needs to open the platform flow builder to understand what it does.

Forces the math — margin impact, cannibalization, and expected lift — before any incentive gets approved.