Marketing & Advertising Campaigns

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tier 0 · 0 pieces of work carry it · 5 crafts it is confused with

The craft, and who hires it

A brand hires this when it needs a CAMPAIGN, not just assets — a launch campaign, an always-on program, a rebrand rollout across TV/OOH/social — buying concept, creative direction, and orchestration from an agency of record or project agency; deliverable-level work (TVC production, print & OOH creative, digital ad design) is bought inside the engagement but classified under its craft homes.

The service tier for full-service campaign engagements: an agency hired to conceive, plan, and orchestrate advertising and marketing campaigns end-to-end — the big idea, the campaign platform, cross-channel rollout. The canon's offering carrier: the agency sells the campaign while Creative Production carries the craft of the assets inside it (canon §1/§0.5). [CS1 credit-only 2026-07-18: childless service tier — exists for the credit graph / vendor-offering menu (P0-11), not content classification; do NOT invent leaves under it from a census read. Strategy-leaf mirrors ride chunk 3 per the CS1 proposal.]

Tag it when…

Credit/vendor grain only: tag when a credited vendor is the campaign agency — credited for concept, creative direction, or end-to-end campaign delivery (agency-of-record or project engagement) rather than for making a specific asset.

Never tag it when…

Never tag content items at this level (SERVICES-vs-CRAFT boundary law; childless service = credit/offer tier only) — a campaign FILM tags Video Production leaves (a TVC = video_production_commercial_spot 'Commercial / Spot'; a branded-content film = video_production_branded_content, both live leaves), a campaign print piece tags design_print_ooh_creative, digital ads tag design_digital_ad_design: the deliverable-shaped nodes LIVE under their craft homes per the boundary law, never here. Never credit the making studio here — makers credit svc_creative_production.

Easily mistaken for 5 other crafts

Every other page suggests neighbours by similarity. This one navigates by difference: each line names the craft this is confused with, and the rule for telling them apart.

• svc creative production — The canon §0.5 pair: campaign agency (concept/orchestration) credits here; the studio that made the assets credits Creative Production. One campaign routinely carries both credits.
• video production branded content ('Branded Content' leaf) — Branded content is a Video Production CRAFT leaf on the asset (the reactivated genre_branded node lives under disc_video_production, not as a genre) — the film tags the leaf; the agency that sold the branded-content program credits this service.
• svc media strategy — Making/running the campaign vs PLACING it: channel planning, budget allocation, and buying credit Media Strategy & Buying even when the same holding company does both.
• svc pr comms — Paid/owned campaign work credits here; earned-media programs (media relations, comms strategy, thought leadership) credit Public Relations & Communications — the PESO ownership_class facet on content is a separate axis, never the decider alone.
• svc brand strategy — Defining the brand (positioning/naming/architecture) is Brand Strategy; expressing it in a campaign is this service. A campaign-platform engagement stays here even when strategic.

At what size it applies

Credit grain only — vendor-offering/credit menu tier; content items never tag this level.

Where to look next

• The whole services tree — the services index.
• Every other vocabulary — the vocabulary index.
• How work gets credited to a craft — the entities chapter.