AGD principles combine differentiated accounts, creative diversity, contextual execution and measurable learning. They form a decision framework, not an algorithmic recipe.
01STORY BRIEFThe idea in three screens.3 SCREENS
A small manifesto for accounts with a reason to exist.
AGD principles combine differentiated accounts, creative diversity, contextual execution and measurable learning.
Give accounts an identity, content a difference and markets a context. Test native preferences where they matter. Examine distributions beyond averages. Document failures, costs and limits. Use automation to improve decisions. Refuse to let one success replace an explanation of the method.
Apply the principles to an ordinary decision: reuse a hit elsewhere. Differentiation asks for a changed angle; context asks whether the audience fits; measurement asks that the concept’s lineage remain recorded. The manifesto becomes a working filter rather than a poster. You can still reuse material, but the reason and the meaningful changes should be visible to the person creating and evaluating it.
Turn a manifesto into decisions someone can disagree with.
A principle becomes operational when it changes a specific choice. “Differentiate accounts” is easy to endorse; refusing a popular format because it breaks an account’s promise is harder. “Measure honestly” sounds obvious until a young cohort makes the conversion rate look better. Use the manifesto to name these moments. For each principle, record an example of a decision it should change and the evidence that would justify making an exception.
A principle that reaches the work
- 01State it
Write the editorial or operating commitment plainly.
- 02Apply it
Name the decision and the person responsible.
- 03Review it
Record an exception or incident that tests the commitment.
Editorial model: a way to reason about the process, not measured platform results.
Keep the document short enough to use during review, then attach the detail to the relevant workflow. Rights checks belong beside asset approval. Account identity belongs beside the brief. Observation windows belong beside reporting. A principle hidden in a beautiful PDF cannot correct a default in the publishing interface. Revisit the document after incidents and failed experiments, not only during brand workshops. Its value is not that everyone recites the same language; it is that disagreements become precise enough for the team to learn from them.
“A small manifesto for accounts with a reason to exist.”
02FIELD KITFrom concept to practice.2 SCREENS
Review a plan against these principles before launch.
Adapt this to your audience, budget and test scope.
Put it to work.
- 01Review a plan against these principles before launch.
- 02State which decision each principle changes.
Notes & sources.
The limit. A doctrine repeated without concrete decisions becomes another layer of jargon.
Further reading is linked throughout this article. Worked examples explain a process; they are not campaign results.
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