Use plain Markdown so concepts can be reviewed in any LLM or document editor.
Campaign context
Record audience, buying situation, offer, conversion action, destination, evidence, production budget, selected placement, and delivery date.
Concept record
For each concept provide:
- A short neutral identifier.
- The customer insight and message hypothesis.
- Main claim and its supporting evidence.
- Headline or opening and proposed body copy.
- Visual or video direction.
- Call to action and destination.
- Assets, format requirements, production effort, and dependencies.
- Review status and the reason for the decision.
A generic concept can explain the process, show a real use case, answer an objection, or demonstrate an actual benefit. Its suitability depends on the buyer and evidence.
Variation record
State exactly what changes and what remains stable. Explain the learning goal. If several elements change, interpret results as a concept comparison rather than proof about one isolated element.
Decision record
Use keep, revise, defer, or reject with a concise reason. Separate factual corrections, brand preferences, production feasibility, and test priorities.
Before publication, verify final facts, source rights, readability, media specifications, destination behavior, and authorization. Creative approval is not automatically approval for media spending.