Strategy & Direction
Campaign Strategy
The thinking a campaign brief has to stand on.
For launches and campaigns with a lot riding on them.
When it is needed
Settle the brief before production.
Creative goes into production without an agreed insight or a clear message. When the first round comes back, there's nothing to judge it against except opinion. The debate becomes taste, the timeline slips, and the campaign gets weaker with every compromise. A brief is what ends that argument before it starts.
Approach
What the strategy settles, in order
Audience and insight
The audience, and the insight it rests on.
The message
The message, in one line, and what supports it.
Channels and measures
Where it runs, and how it will be judged, agreed before launch.
The brief
A brief specific enough to direct the creative.
Scope
The decisions behind the campaign
- Audience and insight work
- Messaging frameworks
- Channel planning
- Measurement framing
- The creative brief
Bring the brief. Leave with a direction.
Usually bought as
Projects
This work creates something new with a defined end, so it is scoped and priced as a project.
