We’ve become an industry bullied by deadlines, where ‘done’ has become more valuable than ‘right’. Add in the incessant proliferation of channels, tactics and touchpoints, knowing what ‘right’ looks like fades into oblivion.
The brands that rise above, connect with their buyers and stand the test of time are those that default to rigour and method – not blind panic and scatter guns.
It’s what we’ve been doing for over 30 years, and we’ve been around the block enough times to know fast fads don’t solve marketing problems – method, rigour and clarity does.
Interrogate the brief, your existing data, understand wider marketing context and ensure ongoing alignment with all key stakeholders.
Quantify objectives, reiterate in terms of real human behaviour and actions. Agree KPIs and measurement data sources.
Understand the audience, listen to conversations, observe behaviours, determine mindsets & missions and understand the cultural context within which the activity will run.
Define the optimum channel framework to deliver ROI and align to retailer priorities across regions / markets.
Channel creative concepts and tactical messaging executions optimised for who / where / when on the purchase journey.
Work with key partners / other agencies to launch across markets, plus ongoing evaluations and analysis to determine success versus KPIs.