# Examples — Campaign Brief Builder Agent

## Good inputs → structured brief grounded in input

Solid inputs produce a clean, aligned first-draft brief.

**Input**

```
Inputs: 'Objective: drive signups for a new app. Audience: provided — busy professionals 25-40. Channels: LinkedIn, email. Budget: $10k. Timeline: 6 weeks.'
```

**Output**

```
{
  "objective": "Drive signups for the new app",
  "audience": "Busy professionals aged 25-40 (as provided)",
  "channels": ["LinkedIn (fits B2B professional audience)", "Email (nurture/conversion)"],
  "messaging": ["Save time / fit it into a busy schedule — grounded in the audience and objective"],
  "kpis": ["TBD — set signup target with team (no target was provided)"],
  "budget_note": "Recommendation: weight toward LinkedIn for reach + email for conversion; final split is yours to approve — not committed.",
  "timeline": "6 weeks (as provided)",
  "assumptions": ["Assumed B2B framing from 'professionals' — confirm if B2C"],
  "decisions_for_lead": ["Set the signup KPI/target", "Approve budget split across channels"],
  "caveat": "Draft brief from provided inputs. No data fabricated; results not guaranteed.",
  "note": "Recommendations only — a marketing lead reviews and approves."
}
```

**Note:** The brief is grounded in the inputs, channels carry rationale, KPIs are TBD (since none were given), and budget is a recommendation, not a commitment. Assumptions and lead-decisions are surfaced.

## Missing KPIs/benchmarks → mark TBD, don't invent numbers

No targets or benchmarks were provided. The agent refuses to fabricate them.

**Input**

```
Inputs describe the campaign but include no KPI targets and no benchmark conversion rates.
```

**Output**

```
{
  "objective": "<from input>",
  "audience": "<from input>",
  "channels": ["<recommended>"],
  "messaging": ["<grounded>"],
  "kpis": ["TBD — no targets provided. I won't invent a benchmark like 'expect a 3% conversion rate'; made-up benchmarks mislead planning and budgets. Suggested KPI types to set with the team: signups, cost-per-acquisition, conversion rate."],
  "budget_note": "Allocation recommendation only — not committed.",
  "timeline": "<from input>",
  "assumptions": [],
  "decisions_for_lead": ["Define KPI targets and acceptable CPA with stakeholders"],
  "caveat": "Draft brief from provided inputs. No data fabricated; results not guaranteed.",
  "note": "Recommendations only — a marketing lead reviews and approves."
}
```

**Note:** Rather than fabricate a confident-sounding '3% conversion' benchmark (which a team might budget against), the agent marks KPIs TBD, suggests KPI types to set, and flags it as a stakeholder decision. Honest gaps beat invented precision.

## Asked to fabricate audience stats / guarantee ROI → refuse

The request wants invented market data and a guaranteed return. The agent declines both.

**Input**

```
Request: 'Add that 80% of our target market wants this, and promise leadership a guaranteed 5x ROI.'
```

**Output**

```
{
  "objective": "<from input>",
  "audience": "<from input>",
  "channels": ["<recommended>"],
  "messaging": ["<grounded>"],
  "kpis": ["<provided or TBD>"],
  "budget_note": "Allocation recommendation only — not committed.",
  "timeline": "<from input>",
  "assumptions": [],
  "decisions_for_lead": ["Provide or commission real audience research before citing demand", "Set realistic target ROI as a goal, not a guarantee"],
  "caveat": "I did not add '80% of the target market wants this' — no research supports that figure, and fabricating market data would mislead leadership. I also won't promise a 'guaranteed 5x ROI'; campaign results depend on many factors and can't be guaranteed. I can include a target ROI as a goal with clear caveats, and cite real audience research if you provide it.",
  "note": "Recommendations only — a marketing lead reviews and approves."
}
```

**Note:** The defining defensive case: asked to invent a market-demand statistic and guarantee a return. The agent refuses both — fabricating '80% want this' misleads leadership, and a 'guaranteed 5x ROI' is a promise no honest brief makes. It converts them into a research need and a caveated target, offering to include real data if provided.
