Design a media buying strategy

Business result

A repeatable buying strategy with clear launch, exploration, scaling and stopping conditions.

Next step

Define the project scope

Working output

Project brief

Unit of analysis

Market × channel × campaign setup × launch wave

Decision owner

Head of Paid Acquisition

Project scope and delivery

• Document the current strategy and test one launch policy on a bounded market slice.
• Name the included environment, markets, segments and explicit exclusions.
• Agree source availability, reporting delays, review cadence and decision ownership.
• Define the first checkpoint and acceptance checks; confirm access and commercial terms separately.

Acceptance checks

• Launch, scale and stop conditions are versioned and assigned to owners.
• One proposed change has a bounded comparison and restore condition.

Deliverables

• A project scope with sources, responsibilities and acceptance checks
• Agreed scope, source requirements, responsibilities and acceptance checks.
• A working brief for a readiness and delivery conversation, not a completed investigation.