PLANNING - Step 3 - Building the Attack Engine
05.12.00 A Campaign Manager Drives the Attack Engine.

The attack engine is driven by a campaign manager. He is responsible for coordinating all campaign assets. The campaign manager is the ultimate decision-making authority for all campaign related decisions that fall within the context and boundaries of the campaign strategy and objectives including:

1. Creative approvals.
2. Copy approvals.
3. Pricing decisions.
4. Allocation of resources.
5. Opportunity prioritization.
6. Hiring and firing of employees,
agencies, consultants, vendors, etc.

The campaign manager owns the Orientation Ring. He is responsible for converting campaign intelligence into actionable strategy and tactics.