Specifications include, but are not limited to: Awarded Respondent will translate an existing campaign strategy and messaging into audience- and channel-aligned creative assets as needed throughout the course of the campaign. This includes the creation of new assets once the campaign is in flight to optimize performance and reduce fatigue. Assets may include but are not limited to short-form social media videos, social media captions, social media graphics, display ads (animated and static), YouTube video ads, large-format advertising, such as billboards and other out-of-home or event advertising, and radio and podcast ads. Awarded Respondent will also deliver SEM ad copy and conduct ongoing keyword research for execution and optimization of SEM. SEM = search engine marketing