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Definition
Sign-off is a recorded approval from a named person that a plan, creative, report or change may go ahead. It shows who agreed, to which version, and when, so a later question about a decision can be answered from the record instead of from memory.
How to use it
A sign-off names the item being approved, such as a campaign brief, a set of ad copy or a monthly report. It records the approver, the date and the version. A sign-off given in a chat message is weak when it cannot be matched to a version, because the file may have changed after the message was sent.
Keep the approver separate from the person who does the work where you can, and have the approver look at the real version, not a summary of it. If the item changes after approval, the old sign-off no longer covers it, and a new one is needed before launch.
