Facilitator view

0:00 / 55:00

Step	Digital The search and social plan, and the read on why it's performing how it is.	Broadcast The CTV/OTT concept and the buy rationale.	Customer Research The brief for turning point-of-sale data into something the other four tables can use.	Custom Creative The campaign concept brief for a specific model line and buyer.	Custom Photography The shot list and the direction that carries the campaign.
1. Set the account context 10 min Write the Role and the real situation into your project. Be specific about who the AI is and what it needs to know about this account.	Role is a paid search and social strategist who has run independent Toyota dealer accounts for years and knows tier-three retail. Situation includes current spend split, which campaigns are carrying the account, and what's been tried.	Role is a broadcast strategist fluent in CTV, OTT, streaming audio, and local TV for dealer retail. Situation includes the market, the daypart realities, and what the dealer has run before.	Role is an analyst who works with verified first-party buyer data collected at the point of sale. Situation includes what the data actually contains and who needs it.	Role is a senior copywriter and concept lead on independent franchise Toyota accounts. Situation includes the model line, the buyer, the dealer's actual differentiator, and what the last campaign got wrong.	Role is a photographer and art director who shoots dealer inventory, staff, and facilities on location. Situation includes the campaign concept, the location realities, and the time available.
2. Build the brief 15 min Write the full RIPE brief inside your project. All four parts. Don't skip Exceptions.	Parameters should name the output shape — a performance read plus three recommendations, each with the reasoning attached. Exceptions should rule out inventing metrics or benchmark numbers.	Parameters should name the deliverable — a concept plus the rationale for the buy, in language a dealer principal will follow. Exceptions should rule out manufacturer voice and national campaign language.	Parameters should define the output as something the other four tables can act on, not a summary. Exceptions must rule out putting any actual customer data into the tool, and rule out inferring anything the data does not support.	Parameters should name voice, output shape, and what claims are allowed. Exceptions should rule out invented pricing, payments, APR, expiry dates, and anything requiring a disclaimer the team does not have.	Parameters should define a shot list with direction attached, shootable in one day. Exceptions should rule out anything that misrepresents the property, the inventory, or the people.
3. Run it 10 min Run your brief. Read the output honestly. Would you send this to anyone?	Check whether it invented any numbers. It will try.	Check whether the concept is actually producible at a dealer budget.	Check whether it drew a conclusion the data cannot support.	Check it against the agency standard. Copy cat creative is boring and ineffective — does this clear that bar?	Check whether every shot is actually possible at this dealership.
4. Rotating scrum 15 min Rotate to the next table. Read their brief and their output. The question is not “is it good” — it's “would this survive contact with your work?”	Ask the creative table whether your read gives them anything they could actually act on.	Ask the photography table whether the concept gives them something to shoot.	Ask the digital and broadcast tables whether what you produced is usable or just interesting.	Ask another table whether the concept reads as this dealer or as any dealer.	Ask the creative table whether your list serves their concept or replaces it.
5. Tighten 5 min One revision, based on what the scrum found. One change only.	Most likely fix is tightening Exceptions so it stops fabricating data.	Most likely fix is adding a production-reality constraint to Parameters.	Most likely fix is sharpening the Instruction so the output is a decision input rather than a description.	Most likely fix is loading a real voice reference so the output stops sounding generic.	Most likely fix is adding the location and time constraints to Parameters.

Account context

Rochester Toyota. Independent Toyota dealer. CBC has run the account across digital, broadcast, and creative. This exercise works one month of activity.

RIPE

Role: Who the AI is. Instruction: The job plus real context. Parameters: Scope, structure, output shape. Exceptions: Guardrails, what NOT to do. This is the part everyone skips.