In which step of the buy process does the account director proof the buy?

The buy process typically involves a series of structured steps, and the step where the account director proofs the buy is crucial for ensuring that everything aligns with the strategic objectives before finalizing any commitments. In the Review and Approval stage, all aspects of the buy—such as budget, media plans, and creative strategy—are scrutinized for accuracy and effectiveness. The account director's role during this phase is to provide oversight, ensuring that the proposed buy meets the standards set by the agency and the client's goals.

This step acts as a quality control measure that prevents misalignment and potential issues later in the process. By thoroughly reviewing the buy at this point, the account director confirms that all details are correct and that the team is ready to move forward with confidence that the buy will achieve the intended results.

In contrast, the other steps involve different activities. The Buy Execution/Negotiations Begin phase focuses on executing the buy and making agreements. The Agency Role step discusses the responsibilities and contributions of the agency throughout the process. Maintenance/Stewardship involves ongoing management after the buy has been executed, ensuring that it continues to deliver value over time. Thus, Review and Approval is the appropriate step where the account director proofs the buy.