Audiences and competitors

On the Audiences tab:

• Audiences: the groups of people campaigns are for, each with a sentence about who they are ("Weekday office workers nearby: grab coffee on the way in, want it fast").
• Competitors: who the client is measured against. The team learns from them, but never names them in anything public.

Press Suggest from the guide for a starting list, then keep, edit or remove. Add an audience or add more competitors at any time.

When you start a campaign you choose which audiences it's for, and the plan writes a message for each.