How to keep a creative learnings log that people use

One row per test

• Test ID and the creative ID, using the agency naming rules.
• The question in one sentence, written before launch.
• Result: the number that was agreed, its value, and the window it covers.
• Verdict: won, lost, unclear or not fair, with one sentence on why.
• Lesson: what the team now believes, marked as a belief if it rests on one test.
• Next step, owner and date.

Keep it usable

• Use the same field names every time, and one sheet per client or per account.
• Link each row to the brief, the report and the change log entry.
• Search the log before writing the next brief, and note in the brief which rows you read.