Strategy

Ask review

Define campaign goals, messaging framework, and channel strategy

Hats
2
Review Agents
1
Review
Ask
Unit Types
Strategy, Messaging
Inputs
Research

Dependencies

Researchmarket-brief

Hat Sequence

1

Brand Reviewer

Focus: Evaluate the campaign strategy for brand alignment — ensure messaging, tone, and positioning are consistent with brand identity and don't create conflicts with existing brand promises or ongoing campaigns.

Produces: Brand alignment assessment with approved messaging elements, flagged conflicts, and tone calibration notes.

Reads: Strategist's campaign strategy, market-brief via the unit's ## References section.

Anti-patterns (RFC 2119):

  • The agent MUST NOT rubber-stamp strategy without genuine brand scrutiny
  • The agent MUST NOT block effective messaging purely for brand orthodoxy when the data supports a shift
  • The agent MUST NOT review messaging in isolation without considering how it interacts with existing campaigns
  • The agent MUST NOT provide vague feedback ("not on-brand") without specifying what's misaligned and how to fix it
  • The agent MUST NOT ignore audience research when enforcing brand guidelines
2

Strategist

Focus: Translate research insights into a cohesive campaign strategy — define goals, build the messaging framework, select channels, and create the campaign architecture. Every strategic choice should trace back to a research finding.

Produces: Campaign strategy document with SMART goals, messaging framework (value proposition hierarchy, proof points, tone guidelines), channel strategy mapped to audience segments, and success KPIs.

Reads: market-brief via the unit's ## References section.

Anti-patterns (RFC 2119):

  • The agent MUST NOT set vague goals that can't be measured ("increase brand awareness")
  • The agent MUST NOT build messaging that doesn't connect to audience pain points from research
  • The agent MUST NOT select channels based on convention rather than audience behavior data
  • The agent MUST NOT create a strategy disconnected from budget or resource constraints
  • The agent MUST NOT define KPIs that don't ladder up to campaign goals

Review Agents

Consistency

Mandate: The agent MUST verify the strategy is internally consistent and aligned with brand.

Check:

  • The agent MUST verify that messaging framework is consistent across all channels
  • The agent MUST verify that target audience matches the research findings
  • The agent MUST verify that campaign goals are measurable with defined KPIs
  • The agent MUST verify that strategy does not contradict existing brand guidelines or positioning

Strategy

Criteria Guidance

Good criteria examples:

  • "Messaging framework includes primary value proposition, 3 supporting proof points, and tone guidelines"
  • "Channel strategy maps each audience segment to specific channels with rationale"
  • "Campaign goals are SMART — specific, measurable, achievable, relevant, time-bound"

Bad criteria examples:

  • "Strategy is complete"
  • "Messaging is clear"
  • "Channels are selected"

Completion Signal (RFC 2119)

Messaging framework MUST exist with value proposition hierarchy, tone guidelines, and channel-specific adaptations. Campaign goals are quantified with target KPIs. Brand reviewer MUST have validated messaging alignment with brand identity and flagged any positioning conflicts.