Name the decision you want to influence.
Be specific about the person you want to reach and what you want them to do next. A campaign designed to introduce a new service needs a different approach from one designed to bring previous customers back.
Share the constraints early.
Budget, timing, existing assets, approval responsibilities, and usage rights shape the work. Stating them early gives the team room to make good decisions instead of solving surprises at the end.
Agree on what success means.
Choose a small number of objectives that fit the engagement. Document the starting point, the measurement approach, and what can reasonably be attributed to the work. This makes the review useful to everyone.