Goals, audiences, creative spec, and success metrics for a clear north star.
What to do
Record the audience problem, promised outcome, evidence, deliverables, destination and approval owner. State which claims the campaign must not make so creative work stays within the available evidence.
Practical example
A software campaign demonstrates an export option with a real sample file and points existing customers to documentation.
Check your result
Confirm the destination and release date before production and keep the approval deadline visible.