Chapter XVI. Performance
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We do not sell theoretical reach.A campaign that looks expensive and moves nothing is a good weekand a report nobody wants to open.What was agreed in the brief is what gets reported,in the same words, by the people who shot it.The last chapter is where those two have to match.
Reporting is not a slide with a graph on it.It is which cut held attention, which hook failed,which placement paid for itself and which quietly did not.That answer is the first line of the next brief.Nobody stands between the work and the number.One crew, one route, one set of figures at the end of it.