Campaign Management

Campaign Management is the process of project managing, launching, running, optimising & reporting on a marketing campaign.

It is a common misconception that marketing campaigns are conceptualised & produced only to then sit passively, observing the results. This is far from true, no more so than in digital where campaigns need to be attended & reacted to until the very last day.


Campaign Management can be divided into three phases. The first & most intense of all phases is campaign planning. Campaigns are dreamed, scoped & planned meticulously in this phase to ensure there is firm understanding of all different elements needing to converge across creative, media & other logistics. This pre- phase is often the longest & most testing of all.

A second phase sees the campaign stepping into action, with the launch signifying the beginning of this new phase. Now where creatives & producers can potentially sit back, the media buyers are required to undertake the constant optimisation of campaigns by ensuring the campaign is performing & reaching the audience the way it was intended.

At this stage, plans are adapted taking into consideration the real-time results that media buyers can obtain from media owners. Best practice at this point provides weekly reporting to clients who can see the results in progress & participate in any plan adaptation.

Finally, the campaign is coming to a close, collating all results & campaign insights, providing a post-campaign analysis to the client so that it is learnt what has worked well & what is lacking.

In these final stages of the campaign, Fable&Co, critiques the actual project to understand on a deeper level what has been successful and less so for future campaign management iterations. The clients & Fable&Co. meet to discuss ‘in retrospective’ for a detailed breakdown of the campaign.

A multi skilled team of individuals is the perfect spectrum of ability a solid campaign requires. Our multi skilled team can support our clients across all three phases & beyond. Our specific experience in handling campaign management across an array of industries puts us in good stead to support our client, whatever their needs.

Outside of our in-house team we have extensive & reliable contacts who we can assemble on demand. Whether strategists, creatives, planners, buyers or analysts, Fable&Co. can guide, assist & lead campaign with our highly experienced account director making sure you get the best of our agency from a sole point of contact.

Your brand is a story unfolding across all customer touch points.

– Jonah Sachs, Author, Designer & Entrepreneur