Does the asset deliver on the brief?
Intent is the public name for what the scoring engine calls Campaign Fidelity: whether the finished work delivers the brief it was built from.
What it reads
Only the brief text. Intent never looks at the brand profile or the file's metadata, so a low Intent score cannot be explained away as a brand or provenance problem.
How clearly the work communicates the brief's core campaign message. The anchor dimension: when the brief is ambiguous, this is what drives the overall read.
How effectively the work speaks to and connects with the specific audience the brief named.
Whether the emotional register and mood match what the brief specified.
Whether the visual treatment matches the format and production direction the brief called for.
How clearly and compellingly the call to action comes through, and whether it is the CTA the brief specified.
Whether brand elements appear the way the brief's own guidance called for, scoped to the brief alone.
What it doesn't do
Measures against the brief
A beautifully shot, brilliantly edited piece that ignores the brief still scores low here. Intent measures fidelity to the brief alone.
Separates brief quality from asset fidelity
Ambiguity in the brief itself is not held against the work. Only clear, explicit deviations count.
Uses only the intent you define
If it is not in the brief text, it is not part of the score. What you wrote is the whole standard.
Where it shows up
Intent moves first when a Refined Brief runs: the rewrite targets exactly the dimensions above.
Marketing and creative directors
Track campaign fidelity across everything shipping, and pull up the Refined Brief when Intent comes back low.
Content producers and studios
Catch a brief mismatch before handoff, while there's still time to fix it.
See the full formula
How Intent combines with the other four signals into the single IQ Score.
Run one asset and read the Intent breakdown
Message alignment, CTA clarity, and the other four dimensions, scored line by line.
Get early access