The shared brief

The scenario

Northline Media runs the account of Brew Lane, a 14-location coffee chain. The task: launch a $24/month coffee subscription. Ad budget: $8,000 per month. Goal: 1,000 paying subscribers by the end of the quarter. At the start of week 2 the client cuts the budget to $4,800 — the goal stays.

Dana

Account manager

keeps 15% of any budget in reserve

Marek

Strategist

one measurable hypothesis per channel or the channel doesn't run

Ines

Copywriter

rewrote a headline to a price anchor, 2.1%→3.4%

Tom

Media buyer

never two creatives in one ad set

One variable

The two teams

Two branches start from the same checkpoint — the identical brief — and change exactly one condition: the team structure.

Team A — flat

All four in one room, everyone sees everything, the account manager has the final word.

Team B — strategist-led

The strategist owns the plan and assigns tasks; the buyer and copywriter answer only what they're asked and don't see each other's replies; the account manager talks to the client and signs the budget.

Read the decisions. Inspect the discussion.

What they decided

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Choose a structure. Follow the discussion as it happens.