Choosing between campaign concepts
Three concepts, one budget, and a debate that is really about taste but is being conducted as though it is about data.
What this decision usually turns on
- Fit with the audience
- Expected reach per unit cost
- Production complexity
- Brand risk
- Measurability
These are a starting point. The first thing Phronexia does is help you decide which of them actually matter here, and what weight each one carries.
Who should be in it
- Marketing lead
- Brand
- Growth
- Finance
Related decisions
Reallocating channel spend
Decide how to split spend across channels, recording the assumptions each split depends on.