Brief, before inventory
Start with your objective, audience, locations and budget range.
Campaign execution
Not just a booking.
A plan for delivery.
Agree the scope, creative, permissions and evidence before launch. Know what each stage should produce and who needs to approve it.
A shortlist with a reason
Review available formats and understand the job of each placement.
Scope, create, deploy
Approve commercials, creative, permissions and an execution schedule.
Proof, then review
Check the agreed deployment evidence and review observable responses.
WHAT TO ASK FOR
Four things a campaign file should contain.
Approved media schedule
A confirmed list of locations, formats, duration and booking terms. Any substitutions need an agreed process.
Creative sign-off
The final artwork or film, correct contact details and format-specific dimensions or delivery specifications.
Execution responsibilities
A clear split of printing, installation, site access, operator approvals, maintenance and removal duties.
Evidence and review
The available deployment proof, inspection plan and a separate view of any observable campaign responses.
MEASURE THE RIGHT THING
Display proof. Audience estimates.
Customer responses. Keep them separate.
| Media | Evidence to agree | What it does not automatically prove |
|---|---|---|
| Lift, posters & outdoor | Site schedule and installation photographs | Verified individual viewers or guaranteed enquiries |
| Digital screens & cinema | Agreed schedules and available operator playback evidence | Proof of every viewer noticing or remembering the ad |
| Transit | Vehicle or route allocation and installation images | A fixed route every day unless specifically agreed |
| Activations | Setup photographs, agreed activity logs and opt-in lead handover | Interaction counts being treated as confirmed sales |
LET'S MAKE A PLAN
A good campaign starts with a useful brief.
Tell us where, who and what you want to achieve. We will take it from there.