The document outlines the channel strategy for a campaign, detailing the overall channel mix and the specific roles for each channel, including mandatory channels and areas with flexibility. It emphasizes the importance of channel phasing and suggests avoiding a wheel format for clarity. Additionally, it includes guidelines related to budget allocation, specifying percentage splits and phasing for each channel.

1. 5a. CHANNEL STRATEGY
• Provides the overall channel mix and phasing, combined with clearly
defined roles for each channel for the campaign.
• Please specify ‘must have’ channels and where there is channel flexibility.
IBC tip: To ensure channel phasing is clear, do not insert the Channel
Strategy as a wheel.

2. 5b. CHANNEL GUIDELINES
• Provides detailed guidelines to support the Channel Strategy in relation to
budget, including % split by channel and phasing.