A campaign engine is a process. You could also describe it as a methodology or set of marketing practices. The engine orchestrates and projects sales and marketing resources faster and smarter than competing forces.

Amplifying competitiveness, infusing intelligence and agility enabling command and control are a few of the practices that increase campaigning effectiveness.

1. Competitiveness. A Campaign Engine swaps creative genes for competitive genes in order to generate campaign effectiveness (as opposed to creative awards). Campaigns are created to generate a specific measurable outcome such as an increase in market share or profit margin.

2. Intelligence. The One-Page Plan of Campaign replaces the creative brief and is used to drive the creative process. Competitive intelligence is used to determine campaign strategy and guide the development of all creative elements. Competitive intelligence is infused via the orientation cycle of the campaign engine. The Campaign engine is driven by a Campaigner who's primary responsibility is the conversion of competitive intelligence into winning competitive strategy.

3. Agility. Agile, assertive campaigning practices replace traditional advertising doctrine. Command, orientation, communication and execution cycles, timed to best the competition enable agile campaigning. At the core of this agility are creative elements that are wickedly fast to produce, cheap, and optimized for Web 2.0 platforms in addition to traditional campaigning platforms.