Start with the customer and the commercial decision
A brand serving European and US customers needs to choose which product offer an external campaign supports. I review the audience, product selection and buying route together, identifying where shared brand material needs a more specific US explanation or destination.
The first test is then built around a customer question rather than a channel list. We define the evidence the creative should demonstrate, who approves it and what the destination must confirm. Available measurement remains attached to the source and period so the review can inform the next investment.