If a partner confirms under delivery on a completed campaign, what should the planner/buyer do first?

The first step a planner or buyer should take when a partner confirms under delivery on a completed campaign is to reach out to the brand and determine next steps. This action is crucial because it involves direct communication with the brand to understand the implications of the under delivery and to discuss potential resolutions. Collaborating with the brand helps to align on expectations and strategy moving forward, fostering better relationships and ensuring both parties are on the same page about the campaign’s outcomes.

Addressing the situation promptly with the brand can also bring clarity to the extent of the under delivery and any potential impact on the brand's objectives. This communication establishes a foundation for determining any necessary actions, such as compensation or adjustments in future campaigns, based on the brand's concerns or expectations. It sets a collaborative tone for resolving the issue, rather than leaving it to assumptions or delays that could complicate the relationship.

While reviewing contract terms, requesting compensation, or documenting the issue are all important steps in managing the campaign, they should occur after having the initial conversation with the brand to ensure that responses are coordinated and appropriate to the context of the concerns raised.