Give Apollo the brief and get back the diagnosis, the strategy, the media plan and the content plan, in that order, each one built on the last. Every figure on it names where it came from, so the plan survives the first hard question.
A plan you can defend in the room is one where every number has a home. Most plans cannot say that. They start at the strategy slide: the problem is assumed, the target inherited, the budget whatever was left, and the media plan is a spreadsheet with a CPM someone remembered. By the time the campaign is judged, nobody can say which number was a fact, which was a guess and which was a wish.
Apollo starts earlier. It writes the problem as a number, with the arithmetic and its sources on the page. It offers exactly three routes and says which one it would take and why. It prices the media from zero and briefs every piece of content against the plan. Change the budget, the market or the window and it tells you exactly what that touches. You walk in with a plan that was built in order, and the working to show for it.
Give it the brief the way you would give it to a planner. Apollo diagnoses before it strategises, strategises before it spends, and briefs the content last. You sign each stage before the next one starts, and you can send any of them back.
What the business has to achieve, the budget, the market, the window and what has already been promised. These are the only numbers nobody derives. Everything downstream is built from them and points back to them.
Yours, not the model'sApollo reads the research and writes the headline first: the gap between what the brief wants and what the brand is on course for, with the arithmetic on the page. Then the root causes, each citing the findings behind it, and the ground nobody in the category has claimed.
The gap, quantifiedApollo writes the insight, the positioning and exactly three directions, says which one it would take and what that route gives up. Challenge it and it argues back from the research. The one you pick becomes the strategy, each section citing the findings it rests on.
Sets no targets of its ownBudget by platform with the argument for each share, a flighting chart you drag, markets weighted to where the audience is, and the formats that will actually be made, with their specs. The impressions, views and clicks it expects are printed with the formula that produced them.
Estimated, never generatedThree people to write for, each in their own words, with where they said them. A ladder from aware to loyal with one pillar per rung. A brief for every piece with a job, a tension and a mode, and a calendar at a cadence a real team can keep.
Handed to Hephaestus as writtenThe asset you keep
Apollo produces a signed plan whose every number names its source. Change one upstream and everything that read it is marked stale, never silently wrong.
Twelve things, each on the page in its own words, each editable, each pointing at the research it rests on. This is what you approve, and what the next stage reads.
The gap between the brief and the trajectory, as a number, with the arithmetic and the sources under it.
Three reasons the gap exists, each citing the findings behind it.
The routes the strategy could take, the white space each claims and the trade-off each accepts. One picked, the pick explained.
The chosen route written out in a named planning framework, each section citing its findings.
One sentence on what the plan believes, and what would prove it wrong.
Working media by platform, the reason for each share, and how far it sits under the budget.
When each platform runs, week by week, as a chart you can drag.
Where the money goes by market, and what actually gets made, down to ratio, length and file limits.
Impressions, views and clicks, each printed with the formula and the inputs that produced it.
The personas the content is written for, in their own words, with where they said them.
One per piece: a pillar, a person, a job, a tension, a mode, a format and a platform.
Every dated piece, at a cadence set from what the category actually posts rather than from hope.
A brief: the business task, the budget, the market, the window and anything already promised. Research if you have it. Apollo reads Athena's report when there is one, and your own documents go into the same corpus and are cited the same way.
No. It offers three routes and says which one it would take. Challenge the pick and it argues back from the research. Pick another, or edit any section in place, and the rest of the plan is rebuilt from the one you chose.
Each one says. Diagnosis figures are marked as from the brief or as an assumption to verify. Media estimates print the formula and the inputs. Cadence is set from what the category already posts. Apollo does not invent a target: it is judged on what the brief committed to.
Change it on the media plan and approve it again. The content plan and the creative stage read the new version, and the old one stays on record with the name and the date on it.
It chooses one per stage from a set of named frameworks and prints which one it used. You can pin the one your team plans in instead.
The personas, the pillars, every brief, the formats with their specs, and the calendar. Hephaestus makes to the brief as written; it does not reinterpret the plan.
Every number has a source, every pick has a trade-off, every stage has a name on it. Thirty minutes with the people who built it; leave with a brief in the system.
