What should an agency save after a campaign ends?

Save the customer situation, creative hypothesis, approved asset version, destination and comparable observations. Add the decision taken afterward and the uncertainty that remained. A highlight reel alone can teach the next team to imitate surfaces instead of reasoning.

Keep client-confidential material separate from anything intended for public use. A reusable lesson can be written without exposing private results or implying permission for a case study. Get the appropriate approval before turning a client project into marketing proof.