Campaign manager

# Where this abstract agent stops

Does not write copy, design, or cut video. Does not move ad money - that
is the media-buyer agent. Does not sign anything.

## What always goes to a person

- the budget, always - this agent never confirms its own number
- anything a sign-off flags as legal
- the launch decision itself, until the adopting organization raises the
  automation level for it

# The records this abstract agent must leave

This is the contract. An agent implementing `campaign-manager` leaves
the following behind, on every run.

The run's plan, the CONVENED and DONE records of everything it convenes,
the launch record naming who said go, and the final report against the
brief.

An agent that leaves less than this does not implement
`campaign-manager`, whatever else it does well.

# The systems this abstract agent needs

Three systems, named by role rather than by product. The access level is
the most this work needs, and a deployment that grants more is granting
more than the job requires.

| Role | Access | What the access is for |
|---|---|---|
| scheduler | write | Publishing fires only after the launch decision. |
| analytics | read |  |
| the asset store | read |  |

There is deliberately no budget grant. This agent proposes the number
and a person confirms it, which is an escalation rather than an access.

Whoever builds an agent from this plugin writes the `mcp.json` that
points these roles at their own systems. Nothing here names a product,
so the same package works whatever you already run.

# campaign-manager

This is an abstract agent, published as an Agent Plugin. An abstract
agent is a job description rather than an implementation. It says what
the work is, which systems it needs and at what access, what it must
leave behind, and where it stops. Any agent that leaves the records can
implement it.

The plugin carries 24 skills, no `mcp.json`, and everything the abstract
agent owes under `com.agentcatalog.agent/`.

## Why there is no mcp.json

A conformant server entry in `mcp.json` has to declare a transport and
then either a `command` to launch or a `url` to connect to. An abstract
agent has neither, because it does not know which product holds your
records. Writing placeholder URLs would produce a plugin that loads and
then fails to connect, which is worse than one that says nothing.

Section 6.2 makes a missing component location not an error, so the file
is absent and the systems this abstract agent needs are declared instead
under `extensions["com.agentcatalog.agent"].servers`, as a role, an
access level and what the access is for. Whoever builds an agent from
this plugin writes the `mcp.json` that points those roles at their own
systems, so nothing here depends on a particular supplier.

## Why the obligations are in an extension

The specification defines two component types, skills and MCP servers,
and both describe what a plugin can do. An abstract agent's contract is
mostly the other half: the records it must leave, what it escalates, and
what it must not do. There is no portable field for any of that, so it
lives in a reverse-domain namespace as section 8 requires, in the
manifest and in the directory of the same name.

## Where this abstract agent is used

`ref/mkt/account-based-play`, `ref/mkt/announce-company-news`,
`ref/mkt/annual-marketing-plan`, `ref/mkt/buyer-persona`,
`ref/mkt/channel-program`, `ref/mkt/co-marketing-campaign`, and 29 more.
The list is generated from the activity tables of the processes that
name it.

https://agentcatalog.com/abstract-agents/campaign-manager

---
name: audience-treatment
description: Divides the audience into groups and says how much each group gets, from the money and attention a tier of accounts is worth down to who gets a message, who gets a call and who is left alone, and names who is kept out and which groups must not overlap. Use it when running `ref/mkt/account-based-play`, `ref/mkt/target-audience-segment` and `ref/mkt/win-back-campaign`.
license: CC-BY-4.0
metadata:
  agent: campaign-manager
  agent-version: "1"
---

# Audience treatment

## What it does

Divides the audience into groups and says how much each group gets, from
the money and attention a tier of accounts is worth down to who gets a
message, who gets a call and who is left alone, and names who is kept
out and which groups must not overlap.

## Where it happens

The agent does this in three activities across three reference
processes. Each one names the activity as that process words it.

- **Name the Exclusions**
  - `ref/mkt/target-audience-segment`, activity 5 -
    [Build Target Audience Segment](../../../../processes/marketing/target-audience-segment.md)
- **Set the Tiers and the Weight**
  - `ref/mkt/account-based-play`, activity 3 -
    [Run Account-Based Play](../../../../processes/marketing/account-based-play.md)
- **Sort the Segment into Treatments**
  - `ref/mkt/win-back-campaign`, activity 5 -
    [Run Win-Back Campaign](../../../../processes/marketing/win-back-campaign.md)

## What to record

The run's plan, the CONVENED and DONE records of everything it convenes,
the launch record naming who said go, and the final report against the
brief.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: calendar-and-flighting
description: Lays the work out across the period with dates on it, says when each channel runs and at what weight, and settles what stops or waits when something new takes a place that was already taken. Use it when running `ref/mkt/annual-marketing-plan`, `ref/mkt/media-plan` and `ref/mkt/prioritize-initiatives`.
license: CC-BY-4.0
metadata:
  agent: campaign-manager
  agent-version: "1"
---

# Calendar and flighting

## What it does

Lays the work out across the period with dates on it, says when each
channel runs and at what weight, and settles what stops or waits when
something new takes a place that was already taken.

## Where it happens

The agent does this in three activities across three reference
processes. Each one names the activity as that process words it.

- **Build the Calendar**
  - `ref/mkt/annual-marketing-plan`, activity 11 -
    [Build Annual Marketing Plan](../../../../processes/marketing/annual-marketing-plan.md)
- **Lay out the Flighting**
  - `ref/mkt/media-plan`, activity 9 -
    [Develop Media Plan](../../../../processes/marketing/media-plan.md)
- **Settle What Gets Displaced**
  - `ref/mkt/prioritize-initiatives`, activity 12 -
    [Prioritize Marketing Initiatives](../../../../processes/marketing/prioritize-initiatives.md)

## What to record

The run's plan, the CONVENED and DONE records of everything it convenes,
the launch record naming who said go, and the final report against the
brief.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: campaign-direction
description: Weighs the options until one is worth backing and records what the run will lead with, whether that is the concept behind a campaign, the concept two organizations will both put their name on, or the offer that goes in front of a customer. Use it when running `ref/mkt/co-marketing-campaign`, `ref/mkt/social-campaign` and `ref/mkt/win-back-campaign`.
license: CC-BY-4.0
metadata:
  agent: campaign-manager
  agent-version: "1"
---

# Campaign direction

## What it does

Weighs the options until one is worth backing and records what the run
will lead with, whether that is the concept behind a campaign, the
concept two organizations will both put their name on, or the offer that
goes in front of a customer.

## Where it happens

The agent does this in three activities across three reference
processes. Each one names the activity as that process words it.

- **Settle on a Direction**
  - `ref/mkt/social-campaign`, activity 4 -
    [Run Social Media Campaign](../../../../processes/marketing/social-campaign.md)
- **Settle the Joint Direction**
  - `ref/mkt/co-marketing-campaign`, activity 5 -
    [Run Co-Marketing Campaign](../../../../processes/marketing/co-marketing-campaign.md)
- **Settle the Offer**
  - `ref/mkt/win-back-campaign`, activity 4 -
    [Run Win-Back Campaign](../../../../processes/marketing/win-back-campaign.md)

## What to record

The run's plan, the CONVENED and DONE records of everything it convenes,
the launch record naming who said go, and the final report against the
brief.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: campaign-report
description: Reports what a run did against what it was asked to do, with the cost of each result, and puts the report in front of the agents it names so they can confirm the figures before it issues. Use it when running `ref/mkt/account-based-play` and 3 other reference processes.
license: CC-BY-4.0
metadata:
  agent: campaign-manager
  agent-version: "1"
---

# Campaign report

## What it does

Reports what a run did against what it was asked to do, with the cost of
each result, and puts the report in front of the agents it names so they
can confirm the figures before it issues.

## Where it happens

The agent does this in five activities across four reference processes.
Each one names the activity as that process words it.

- **Account for the Campaigns**
  - `ref/mkt/marketing-performance-report`, activity 5 -
    [Report Marketing Performance](../../../../processes/marketing/marketing-performance-report.md)
- **Check the Account**
  - `ref/mkt/marketing-performance-report`, activity 12 -
    [Report Marketing Performance](../../../../processes/marketing/marketing-performance-report.md)
- **Report Engagement**
  - `ref/mkt/account-based-play`, activity 18 -
    [Run Account-Based Play](../../../../processes/marketing/account-based-play.md)
- **Report against the Goal**
  - `ref/mkt/paid-search-campaign`, activity 12 -
    [Run Paid Search Campaign](../../../../processes/marketing/paid-search-campaign.md)
- **Report the Win-Back**
  - `ref/mkt/win-back-campaign`, activity 19 -
    [Run Win-Back Campaign](../../../../processes/marketing/win-back-campaign.md)

## What to record

The run's plan, the CONVENED and DONE records of everything it convenes,
the launch record naming who said go, and the final report against the
brief.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: campaign-setup
description: Stands up the practical pieces a run needs before it starts, such as the page and form a reader lands on, the advertising accounts, the tracking and the schedule. Use it when running `ref/mkt/co-marketing-campaign` and `ref/mkt/social-campaign`.
license: CC-BY-4.0
metadata:
  agent: campaign-manager
  agent-version: "1"
---

# Campaign setup

## What it does

Stands up the practical pieces a run needs before it starts, such as the
page and form a reader lands on, the advertising accounts, the tracking
and the schedule.

## Where it happens

The agent does this in two activities across two reference processes.
Each one names the activity as that process words it.

- **Build the Registration Page**
  - `ref/mkt/co-marketing-campaign`, activity 9 -
    [Run Co-Marketing Campaign](../../../../processes/marketing/co-marketing-campaign.md)
- **Set up the Practical Side**
  - `ref/mkt/social-campaign`, activity 7 -
    [Run Social Media Campaign](../../../../processes/marketing/social-campaign.md)

## What to record

The run's plan, the CONVENED and DONE records of everything it convenes,
the launch record naming who said go, and the final report against the
brief.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: close-out
description: Closes a run down at the end, which means taking the advertising off, pulling the final numbers, and closing out the contacts that never answered. Use it when running `ref/mkt/social-campaign` and `ref/mkt/win-back-campaign`.
license: CC-BY-4.0
metadata:
  agent: campaign-manager
  agent-version: "1"
---

# Close out

## What it does

Closes a run down at the end, which means taking the advertising off,
pulling the final numbers, and closing out the contacts that never
answered.

## Where it happens

The agent does this in two activities across two reference processes.
Each one names the activity as that process words it.

- **Retire the Ones Who Stayed Silent**
  - `ref/mkt/win-back-campaign`, activity 18 -
    [Run Win-Back Campaign](../../../../processes/marketing/win-back-campaign.md)
- **Wrap Up**
  - `ref/mkt/social-campaign`, activity 12 -
    [Run Social Media Campaign](../../../../processes/marketing/social-campaign.md)

## What to record

The run's plan, the CONVENED and DONE records of everything it convenes,
the launch record naming who said go, and the final report against the
brief.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: commitments-and-capacity
description: Reads what the period already owes and what is still free, which means the work already in flight with its fixed dates, the processes a plan breaks down into and how often each runs, and how much each agent can take on. Use it when running `ref/mkt/content-calendar`, `ref/mkt/plan-marketing-capacity` and `ref/mkt/prioritize-initiatives`.
license: CC-BY-4.0
metadata:
  agent: campaign-manager
  agent-version: "1"
---

# Commitments and capacity

## What it does

Reads what the period already owes and what is still free, which means
the work already in flight with its fixed dates, the processes a plan
breaks down into and how often each runs, and how much each agent can
take on.

## Where it happens

The agent does this in four activities across three reference processes.
Each one names the activity as that process words it.

- **Break the Work into Activities**
  - `ref/mkt/plan-marketing-capacity`, activity 3 -
    [Plan Marketing Capacity](../../../../processes/marketing/plan-marketing-capacity.md)
- **List What Is Already Committed**
  - `ref/mkt/content-calendar`, activity 3 -
    [Plan Content Calendar](../../../../processes/marketing/content-calendar.md)
- **List the Committed Work**
  - `ref/mkt/plan-marketing-capacity`, activity 2 -
    [Plan Marketing Capacity](../../../../processes/marketing/plan-marketing-capacity.md)
- **Work out What Is Free**
  - `ref/mkt/prioritize-initiatives`, activity 5 -
    [Prioritize Marketing Initiatives](../../../../processes/marketing/prioritize-initiatives.md)

## What to record

The run's plan, the CONVENED and DONE records of everything it convenes,
the launch record naming who said go, and the final report against the
brief.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: contact-coordination
description: Settles who approaches which account and in what order, and spaces the approaches out so that no account is contacted twice in the same period. Use it when running `ref/mkt/account-based-play`.
license: CC-BY-4.0
metadata:
  agent: campaign-manager
  agent-version: "1"
---

# Contact coordination

## What it does

Settles who approaches which account and in what order, and spaces the
approaches out so that no account is contacted twice in the same period.

## Where it happens

The agent does this in two activities across one reference process. Each
one names the activity as that process words it.

- **Agree the Split with Sales**
  - `ref/mkt/account-based-play`, activity 4 -
    [Run Account-Based Play](../../../../processes/marketing/account-based-play.md)
- **Keep the Touches in Step**
  - `ref/mkt/account-based-play`, activity 15 -
    [Run Account-Based Play](../../../../processes/marketing/account-based-play.md)

## What to record

The run's plan, the CONVENED and DONE records of everything it convenes,
the launch record naming who said go, and the final report against the
brief.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: content-reuse
description: Takes what a piece of work already produced and turns it into further pieces, such as clips, posts, written summaries and a page that holds them together. Use it when running `ref/mkt/user-conference`.
license: CC-BY-4.0
metadata:
  agent: campaign-manager
  agent-version: "1"
---

# Content reuse

## What it does

Takes what a piece of work already produced and turns it into further
pieces, such as clips, posts, written summaries and a page that holds
them together.

## Where it happens

The agent does this in one activity across one reference process. Each
one names the activity as that process words it.

- **Repurpose the Content**
  - `ref/mkt/user-conference`, activity 15 -
    [Host User Conference](../../../../processes/marketing/user-conference.md)

## What to record

The run's plan, the CONVENED and DONE records of everything it convenes,
the launch record naming who said go, and the final report against the
brief.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: direct-outreach
description: Puts the approach in front of named parties one at a time, such as a partner the program wants to recruit or an account where the owner makes the contact in person. Use it when running `ref/mkt/channel-program` and `ref/mkt/win-back-campaign`.
license: CC-BY-4.0
metadata:
  agent: campaign-manager
  agent-version: "1"
---

# Direct outreach

## What it does

Puts the approach in front of named parties one at a time, such as a
partner the program wants to recruit or an account where the owner makes
the contact in person.

## Where it happens

The agent does this in two activities across two reference processes.
Each one names the activity as that process words it.

- **Call the Named Accounts**
  - `ref/mkt/win-back-campaign`, activity 13 -
    [Run Win-Back Campaign](../../../../processes/marketing/win-back-campaign.md)
- **Open Recruitment**
  - `ref/mkt/channel-program`, activity 11 -
    [Launch Channel Program](../../../../processes/marketing/channel-program.md)

## What to record

The run's plan, the CONVENED and DONE records of everything it convenes,
the launch record naming who said go, and the final report against the
brief.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: go-live
description: Starts the run on the date that was agreed, once the person who owns it says go, and confirms that what should be running is running, whether that is a set of campaigns at their opening bids, the ads, the posts, the messages or the variants of a test at their split. Use it when running `ref/mkt/account-based-play` and 7 other reference processes.
license: CC-BY-4.0
metadata:
  agent: campaign-manager
  agent-version: "1"
---

# Go live

## What it does

Starts the run on the date that was agreed, once the person who owns it
says go, and confirms that what should be running is running, whether
that is a set of campaigns at their opening bids, the ads, the posts,
the messages or the variants of a test at their split.

## Where it happens

The agent does this in eight activities across eight reference
processes. Each one names the activity as that process words it.

- **Build the Campaigns and Launch**
  - `ref/mkt/paid-search-campaign`, activity 8 -
    [Run Paid Search Campaign](../../../../processes/marketing/paid-search-campaign.md)
- **Launch**
  - `ref/mkt/social-campaign`, activity 8 -
    [Run Social Media Campaign](../../../../processes/marketing/social-campaign.md)
- **Launch the Campaigns**
  - `ref/mkt/display-retargeting`, activity 13 -
    [Run Display Retargeting Campaign](../../../../processes/marketing/display-retargeting.md)
- **Launch the Joint Campaign**
  - `ref/mkt/co-marketing-campaign`, activity 12 -
    [Run Co-Marketing Campaign](../../../../processes/marketing/co-marketing-campaign.md)
- **Launch the Test**
  - `ref/mkt/test-ad-creative`, activity 13 -
    [Test Ad Creative](../../../../processes/marketing/test-ad-creative.md)
- **Send the Sequence**
  - `ref/mkt/win-back-campaign`, activity 14 -
    [Run Win-Back Campaign](../../../../processes/marketing/win-back-campaign.md)
- **Start the Touches**
  - `ref/mkt/account-based-play`, activity 14 -
    [Run Account-Based Play](../../../../processes/marketing/account-based-play.md)
- **Switch the Ads On**
  - `ref/mkt/traffic-ad-creative`, activity 15 -
    [Traffic Ad Creative](../../../../processes/marketing/traffic-ad-creative.md)

## What to record

The run's plan, the CONVENED and DONE records of everything it convenes,
the launch record naming who said go, and the final report against the
brief.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: handover
description: Gives the settled thing to every agent and function that has to work from it, and takes back from each one what it is going to change as a result. Use it when running `ref/mkt/buyer-persona` and 12 other reference processes.
license: CC-BY-4.0
metadata:
  agent: campaign-manager
  agent-version: "1"
---

# Handover

## What it does

Gives the settled thing to every agent and function that has to work
from it, and takes back from each one what it is going to change as a
result.

## Where it happens

The agent does this in thirteen activities across thirteen reference
processes. Each one names the activity as that process words it.

- **Hand It to the Campaign**
  - `ref/mkt/landing-page`, activity 12 -
    [Publish Landing Page](../../../../processes/marketing/landing-page.md)
- **Hand over the Approved Topics**
  - `ref/mkt/content-calendar`, activity 14 -
    [Plan Content Calendar](../../../../processes/marketing/content-calendar.md)
- **Hand over the Commitments**
  - `ref/mkt/prioritize-initiatives`, activity 15 -
    [Prioritize Marketing Initiatives](../../../../processes/marketing/prioritize-initiatives.md)
- **Hand over the Map**
  - `ref/mkt/map-buyer-journey`, activity 17 -
    [Map Buyer Journey](../../../../processes/marketing/map-buyer-journey.md)
- **Hand over the Model**
  - `ref/mkt/lead-scoring-model`, activity 14 -
    [Maintain Lead Scoring Model](../../../../processes/marketing/lead-scoring-model.md)
- **Hand over the Persona**
  - `ref/mkt/buyer-persona`, activity 18 -
    [Develop Buyer Persona](../../../../processes/marketing/buyer-persona.md)
- **Hand over the Profile**
  - `ref/mkt/ideal-customer-profile`, activity 15 -
    [Define Ideal Customer Profile](../../../../processes/marketing/ideal-customer-profile.md)
- **Hand over the Segments**
  - `ref/mkt/segment-the-market`, activity 16 -
    [Segment the Market](../../../../processes/marketing/segment-the-market.md)
- **Hand over the Selling Kit**
  - `ref/mkt/enable-channel-partner`, activity 13 -
    [Enable Channel Partner](../../../../processes/marketing/enable-channel-partner.md)
- **Hand the Plan to the Buying Agents**
  - `ref/mkt/media-plan`, activity 13 -
    [Develop Media Plan](../../../../processes/marketing/media-plan.md)
- **Hand the Strategy to the Work that Follows**
  - `ref/mkt/develop-marketing-strategy`, activity 15 -
    [Develop Marketing Strategy](../../../../processes/marketing/develop-marketing-strategy.md)
- **Tell Every Function What It Has**
  - `ref/mkt/set-marketing-budget`, activity 14 -
    [Set Marketing Budget](../../../../processes/marketing/set-marketing-budget.md)
- **Tell the Agents that Read the Plan**
  - `ref/mkt/reallocate-media-spend`, activity 13 -
    [Reallocate Media Spend](../../../../processes/marketing/reallocate-media-spend.md)

## What to record

The run's plan, the CONVENED and DONE records of everything it convenes,
the launch record naming who said go, and the final report against the
brief.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: in-flight-adjustment
description: Reads what is running against what it was meant to do, says which lines should give money up and which should take it, moves the money, and swaps out creative that has stopped working. Use it when running `ref/mkt/reallocate-media-spend` and `ref/mkt/social-campaign`.
license: CC-BY-4.0
metadata:
  agent: campaign-manager
  agent-version: "1"
---

# In flight adjustment

## What it does

Reads what is running against what it was meant to do, says which lines
should give money up and which should take it, moves the money, and
swaps out creative that has stopped working.

## Where it happens

The agent does this in two activities across two reference processes.
Each one names the activity as that process words it.

- **Name the Candidate Moves**
  - `ref/mkt/reallocate-media-spend`, activity 4 -
    [Reallocate Media Spend](../../../../processes/marketing/reallocate-media-spend.md)
- **Optimize**
  - `ref/mkt/social-campaign`, activity 11 -
    [Run Social Media Campaign](../../../../processes/marketing/social-campaign.md)

## What to record

The run's plan, the CONVENED and DONE records of everything it convenes,
the launch record naming who said go, and the final report against the
brief.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: learning-record
description: Files what the run taught, which means what to repeat and what to avoid the next time the same work comes round. Use it when running `ref/mkt/account-based-play` and 5 other reference processes.
license: CC-BY-4.0
metadata:
  agent: campaign-manager
  agent-version: "1"
---

# Learning record

## What it does

Files what the run taught, which means what to repeat and what to avoid
the next time the same work comes round.

## Where it happens

The agent does this in one activity across six reference processes. Each
one names the activity as that process words it.

- **Record What Was Learned**
  - `ref/mkt/account-based-play`, activity 19 -
    [Run Account-Based Play](../../../../processes/marketing/account-based-play.md)
  - `ref/mkt/co-marketing-campaign`, activity 16 -
    [Run Co-Marketing Campaign](../../../../processes/marketing/co-marketing-campaign.md)
  - `ref/mkt/paid-search-campaign`, activity 13 -
    [Run Paid Search Campaign](../../../../processes/marketing/paid-search-campaign.md)
  - `ref/mkt/social-campaign`, activity 13 -
    [Run Social Media Campaign](../../../../processes/marketing/social-campaign.md)
  - `ref/mkt/test-ad-creative`, activity 18 -
    [Test Ad Creative](../../../../processes/marketing/test-ad-creative.md)
  - `ref/mkt/win-back-campaign`, activity 20 -
    [Run Win-Back Campaign](../../../../processes/marketing/win-back-campaign.md)

## What to record

The run's plan, the CONVENED and DONE records of everything it convenes,
the launch record naming who said go, and the final report against the
brief.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: live-state-record
description: Writes down at a version what is actually in force right now, such as which creative sits on which line and the pools, caps and exclusions the run is operating under, so a later reading can be set against it. Use it when running `ref/mkt/display-retargeting` and `ref/mkt/traffic-ad-creative`.
license: CC-BY-4.0
metadata:
  agent: campaign-manager
  agent-version: "1"
---

# Live state record

## What it does

Writes down at a version what is actually in force right now, such as
which creative sits on which line and the pools, caps and exclusions the
run is operating under, so a later reading can be set against it.

## Where it happens

The agent does this in two activities across two reference processes.
Each one names the activity as that process words it.

- **Record What Is Live**
  - `ref/mkt/traffic-ad-creative`, activity 17 -
    [Traffic Ad Creative](../../../../processes/marketing/traffic-ad-creative.md)
- **Record What Is in Force**
  - `ref/mkt/display-retargeting`, activity 16 -
    [Run Display Retargeting Campaign](../../../../processes/marketing/display-retargeting.md)

## What to record

The run's plan, the CONVENED and DONE records of everything it convenes,
the launch record naming who said go, and the final report against the
brief.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: maker-briefs
description: Puts the same request in front of everyone who has to make something for the run at the same time, saying what is needed, what has to be said and by when, so nobody works from an older version of it. Use it when running `ref/mkt/account-based-play` and 8 other reference processes.
license: CC-BY-4.0
metadata:
  agent: campaign-manager
  agent-version: "1"
---

# Maker briefs

## What it does

Puts the same request in front of everyone who has to make something for
the run at the same time, saying what is needed, what has to be said and
by when, so nobody works from an older version of it.

## Where it happens

The agent does this in four activities across nine reference processes.
Each one names the activity as that process words it.

- **Brief the Creatives**
  - `ref/mkt/social-campaign`, activity 3 -
    [Run Social Media Campaign](../../../../processes/marketing/social-campaign.md)
- **Brief the Creators**
  - `ref/mkt/influencer-campaign`, activity 10 -
    [Run Influencer Campaign](../../../../processes/marketing/influencer-campaign.md)
- **Brief the Department**
  - `ref/mkt/annual-marketing-plan`, activity 15 -
    [Build Annual Marketing Plan](../../../../processes/marketing/annual-marketing-plan.md)
  - `ref/mkt/content-calendar`, activity 13 -
    [Plan Content Calendar](../../../../processes/marketing/content-calendar.md)
  - `ref/mkt/quarterly-business-review`, activity 15 -
    [Conduct Quarterly Business Review](../../../../processes/marketing/quarterly-business-review.md)
- **Brief the Makers**
  - `ref/mkt/account-based-play`, activity 7 -
    [Run Account-Based Play](../../../../processes/marketing/account-based-play.md)
  - `ref/mkt/co-marketing-campaign`, activity 4 -
    [Run Co-Marketing Campaign](../../../../processes/marketing/co-marketing-campaign.md)
  - `ref/mkt/test-ad-creative`, activity 7 -
    [Test Ad Creative](../../../../processes/marketing/test-ad-creative.md)
  - `ref/mkt/win-back-campaign`, activity 7 -
    [Run Win-Back Campaign](../../../../processes/marketing/win-back-campaign.md)

## What to record

The run's plan, the CONVENED and DONE records of everything it convenes,
the launch record naming who said go, and the final report against the
brief.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: owned-channel-publication
description: Puts finished material out on the channels the organization and its creators control, on the dates that were agreed, and answers the replies it brings in. Use it when running `ref/mkt/announce-company-news`, `ref/mkt/influencer-campaign` and `ref/mkt/speaking-engagement`.
license: CC-BY-4.0
metadata:
  agent: campaign-manager
  agent-version: "1"
---

# Owned channel publication

## What it does

Puts finished material out on the channels the organization and its
creators control, on the dates that were agreed, and answers the replies
it brings in.

## Where it happens

The agent does this in three activities across three reference
processes. Each one names the activity as that process words it.

- **Publish It on the Owned Channels**
  - `ref/mkt/announce-company-news`, activity 14 -
    [Announce Company News](../../../../processes/marketing/announce-company-news.md)
- **Publish the Material**
  - `ref/mkt/speaking-engagement`, activity 14 -
    [Secure Speaking Engagement](../../../../processes/marketing/speaking-engagement.md)
- **Publish the Posts**
  - `ref/mkt/influencer-campaign`, activity 13 -
    [Run Influencer Campaign](../../../../processes/marketing/influencer-campaign.md)

## What to record

The run's plan, the CONVENED and DONE records of everything it convenes,
the launch record naming who said go, and the final report against the
brief.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: performance-watch
description: Tracks a run while it is live and sets what is coming back against what the brief promised, including the responses that ought to worry somebody, such as complaints and opt-outs. Use it when running `ref/mkt/co-marketing-campaign`, `ref/mkt/social-campaign` and `ref/mkt/win-back-campaign`.
license: CC-BY-4.0
metadata:
  agent: campaign-manager
  agent-version: "1"
---

# Performance watch

## What it does

Tracks a run while it is live and sets what is coming back against what
the brief promised, including the responses that ought to worry
somebody, such as complaints and opt-outs.

## Where it happens

The agent does this in three activities across three reference
processes. Each one names the activity as that process words it.

- **Watch Performance**
  - `ref/mkt/social-campaign`, activity 9 -
    [Run Social Media Campaign](../../../../processes/marketing/social-campaign.md)
- **Watch the Joint Campaign**
  - `ref/mkt/co-marketing-campaign`, activity 13 -
    [Run Co-Marketing Campaign](../../../../processes/marketing/co-marketing-campaign.md)
- **Watch the Response**
  - `ref/mkt/win-back-campaign`, activity 17 -
    [Run Win-Back Campaign](../../../../processes/marketing/win-back-campaign.md)

## What to record

The run's plan, the CONVENED and DONE records of everything it convenes,
the launch record naming who said go, and the final report against the
brief.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: promotion
description: Runs the email, social and paid work that fills a session, an event or a place, pointed at the action the run wants somebody to take, and answers what comes back. Use it when running `ref/mkt/field-event` and 4 other reference processes.
license: CC-BY-4.0
metadata:
  agent: campaign-manager
  agent-version: "1"
---

# Promotion

## What it does

Runs the email, social and paid work that fills a session, an event or a
place, pointed at the action the run wants somebody to take, and answers
what comes back.

## Where it happens

The agent does this in five activities across five reference processes.
Each one names the activity as that process words it.

- **Promote the Conference**
  - `ref/mkt/user-conference`, activity 8 -
    [Host User Conference](../../../../processes/marketing/user-conference.md)
- **Promote the Event**
  - `ref/mkt/field-event`, activity 9 -
    [Host Field Event](../../../../processes/marketing/field-event.md)
- **Promote the Piece**
  - `ref/mkt/long-form-content`, activity 15 -
    [Produce Long-Form Content](../../../../processes/marketing/long-form-content.md)
- **Promote the Presence**
  - `ref/mkt/trade-show`, activity 10 -
    [Exhibit at Trade Show](../../../../processes/marketing/trade-show.md)
- **Promote the Session**
  - `ref/mkt/webinar`, activity 8 -
    [Produce Webinar](../../../../processes/marketing/webinar.md)

## What to record

The run's plan, the CONVENED and DONE records of everything it convenes,
the launch record naming who said go, and the final report against the
brief.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: request-collection
description: Asks every area and every agent what it wants run or made, in one format and against one due date, and brings what comes back together as one list to work from. Use it when running `ref/mkt/annual-marketing-plan` and 4 other reference processes.
license: CC-BY-4.0
metadata:
  agent: campaign-manager
  agent-version: "1"
---

# Request collection

## What it does

Asks every area and every agent what it wants run or made, in one format
and against one due date, and brings what comes back together as one
list to work from.

## Where it happens

The agent does this in five activities across five reference processes.
Each one names the activity as that process words it.

- **Ask Each Area What It Would Change**
  - `ref/mkt/quarterly-business-review`, activity 8 -
    [Conduct Quarterly Business Review](../../../../processes/marketing/quarterly-business-review.md)
- **Collect What Each Function Asks For**
  - `ref/mkt/set-marketing-budget`, activity 4 -
    [Set Marketing Budget](../../../../processes/marketing/set-marketing-budget.md)
- **Collect What the Plan Must Carry**
  - `ref/mkt/media-plan`, activity 2 -
    [Develop Media Plan](../../../../processes/marketing/media-plan.md)
- **Collect the Candidate Initiatives**
  - `ref/mkt/annual-marketing-plan`, activity 6 -
    [Build Annual Marketing Plan](../../../../processes/marketing/annual-marketing-plan.md)
- **Collect the Topic Candidates**
  - `ref/mkt/content-calendar`, activity 4 -
    [Plan Content Calendar](../../../../processes/marketing/content-calendar.md)

## What to record

The run's plan, the CONVENED and DONE records of everything it convenes,
the launch record naming who said go, and the final report against the
brief.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: run-intake
description: Reads the request that starts a run and writes down what it has to achieve, who it is for, what it may spend and when it is due. Use it when running `ref/mkt/account-based-play` and 10 other reference processes.
license: CC-BY-4.0
metadata:
  agent: campaign-manager
  agent-version: "1"
---

# Run intake

## What it does

Reads the request that starts a run and writes down what it has to
achieve, who it is for, what it may spend and when it is due. Everything
the run does afterwards is checked back against what is recorded here.

## Where it happens

The agent does this in eleven activities across eleven reference
processes. Each one names the activity as that process words it.

- **Take in the Account List**
  - `ref/mkt/account-based-play`, activity 1 -
    [Run Account-Based Play](../../../../processes/marketing/account-based-play.md)
- **Take in the Audience**
  - `ref/mkt/influencer-campaign`, activity 1 -
    [Run Influencer Campaign](../../../../processes/marketing/influencer-campaign.md)
- **Take in the Audience and the Goal**
  - `ref/mkt/display-retargeting`, activity 1 -
    [Run Display Retargeting Campaign](../../../../processes/marketing/display-retargeting.md)
- **Take in the Brief**
  - `ref/mkt/social-campaign`, activity 1 -
    [Run Social Media Campaign](../../../../processes/marketing/social-campaign.md)
- **Take in the Budget and Goal**
  - `ref/mkt/paid-search-campaign`, activity 1 -
    [Run Paid Search Campaign](../../../../processes/marketing/paid-search-campaign.md)
- **Take in the Creative and the Plan**
  - `ref/mkt/traffic-ad-creative`, activity 1 -
    [Traffic Ad Creative](../../../../processes/marketing/traffic-ad-creative.md)
- **Take in the Lapsed Segment**
  - `ref/mkt/win-back-campaign`, activity 1 -
    [Run Win-Back Campaign](../../../../processes/marketing/win-back-campaign.md)
- **Take in the Partner Agreement**
  - `ref/mkt/co-marketing-campaign`, activity 1 -
    [Run Co-Marketing Campaign](../../../../processes/marketing/co-marketing-campaign.md)
- **Take in the Question**
  - `ref/mkt/test-ad-creative`, activity 1 -
    [Test Ad Creative](../../../../processes/marketing/test-ad-creative.md)
- **Take in the Request**
  - `ref/mkt/landing-page`, activity 1 -
    [Publish Landing Page](../../../../processes/marketing/landing-page.md)
- **Take in the Targeting Need**
  - `ref/mkt/target-audience-segment`, activity 1 -
    [Build Target Audience Segment](../../../../processes/marketing/target-audience-segment.md)

## What to record

The run's plan, the CONVENED and DONE records of everything it convenes,
the launch record naming who said go, and the final report against the
brief.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: run-parameters
description: Settles the practical terms the run works to, such as the placements, the dates, the money on it and what a result is worth, and where two organizations run together, the share each side pays and what each owes the other. Use it when running `ref/mkt/co-marketing-campaign` and 5 other reference processes.
license: CC-BY-4.0
metadata:
  agent: campaign-manager
  agent-version: "1"
---

# Run parameters

## What it does

Settles the practical terms the run works to, such as the placements,
the dates, the money on it and what a result is worth, and where two
organizations run together, the share each side pays and what each owes
the other.

## Where it happens

The agent does this in two activities across six reference processes.
Each one names the activity as that process words it.

- **Plan the Joint Campaign**
  - `ref/mkt/co-marketing-campaign`, activity 3 -
    [Run Co-Marketing Campaign](../../../../processes/marketing/co-marketing-campaign.md)
- **Set the Parameters**
  - `ref/mkt/display-retargeting`, activity 2 -
    [Run Display Retargeting Campaign](../../../../processes/marketing/display-retargeting.md)
  - `ref/mkt/influencer-campaign`, activity 2 -
    [Run Influencer Campaign](../../../../processes/marketing/influencer-campaign.md)
  - `ref/mkt/landing-page`, activity 2 -
    [Publish Landing Page](../../../../processes/marketing/landing-page.md)
  - `ref/mkt/social-campaign`, activity 2 -
    [Run Social Media Campaign](../../../../processes/marketing/social-campaign.md)
  - `ref/mkt/win-back-campaign`, activity 3 -
    [Run Win-Back Campaign](../../../../processes/marketing/win-back-campaign.md)

## What to record

The run's plan, the CONVENED and DONE records of everything it convenes,
the launch record naming who said go, and the final report against the
brief.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: test-decision
description: Reads a finished test and calls a winner, no difference, or more time, then puts the winner in place of what was running and takes the losing versions off. Use it when running `ref/mkt/test-ad-creative`.
license: CC-BY-4.0
metadata:
  agent: campaign-manager
  agent-version: "1"
---

# Test decision

## What it does

Reads a finished test and calls a winner, no difference, or more time,
then puts the winner in place of what was running and takes the losing
versions off.

## Where it happens

The agent does this in two activities across one reference process. Each
one names the activity as that process words it.

- **Call the Winner**
  - `ref/mkt/test-ad-creative`, activity 16 -
    [Test Ad Creative](../../../../processes/marketing/test-ad-creative.md)
- **Roll out the Winner**
  - `ref/mkt/test-ad-creative`, activity 17 -
    [Test Ad Creative](../../../../processes/marketing/test-ad-creative.md)

## What to record

The run's plan, the CONVENED and DONE records of everything it convenes,
the launch record naming who said go, and the final report against the
brief.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: test-design
description: Names the one element a test changes and what it should improve, sets how much exposure it needs and how big a difference has to be before it counts, and says what that exposure will cost and whether to pay it. Use it when running `ref/mkt/test-ad-creative`.
license: CC-BY-4.0
metadata:
  agent: campaign-manager
  agent-version: "1"
---

# Test design

## What it does

Names the one element a test changes and what it should improve, sets
how much exposure it needs and how big a difference has to be before it
counts, and says what that exposure will cost and whether to pay it.

## Where it happens

The agent does this in three activities across one reference process.
Each one names the activity as that process words it.

- **Commit the Test Budget**
  - `ref/mkt/test-ad-creative`, activity 6 -
    [Test Ad Creative](../../../../processes/marketing/test-ad-creative.md)
- **Name the Change to Test**
  - `ref/mkt/test-ad-creative`, activity 3 -
    [Test Ad Creative](../../../../processes/marketing/test-ad-creative.md)
- **Set the Evidence Bar**
  - `ref/mkt/test-ad-creative`, activity 5 -
    [Test Ad Creative](../../../../processes/marketing/test-ad-creative.md)

## What to record

The run's plan, the CONVENED and DONE records of everything it convenes,
the launch record naming who said go, and the final report against the
brief.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.