Brief-to-Results

Campaigns run on any channel, and this stream covers all of them. A run starts when somebody approves a brief, commits a budget with a goal attached, hands over a segment or a list of target accounts, or signs an agreement with another organization to reach a shared audience. The processes here buy search ads and tune the bids toward what converts, run campaigns across the social channels, put on a webinar and hand off the recording and everyone who registered, build a nurture program that keeps sending after the run has ended, work a list of named accounts across several channels without approaching any account twice in the same week, buy display advertising back to people who have already visited the site, pay outside creators and confirm that every post carries the disclosure its market requires, and run a joint campaign with a partner under a lead split both sides agreed before anything was built. Every one of these runs stays open for weeks after the last thing goes out, because the manager still owes a report on what the campaign returned against what it was asked to return. The money behind the paid channels is planned and reconciled in a different stream, and so are the leads these campaigns produce.