Give the idea a clear path.
Connect the audience problem, central message and creative sequence so each asset has a defined role.
What this helps you do.
Keep campaign creative coherent from the first idea through deployment.
A useful starting point when…
- A launch needs a connected story.
- Creative assets are being produced without a shared brief.
The approach.
We clarify the problem and audience response the campaign should address, then explore suitable creative directions.
The chosen direction becomes a sequence of messages and formats, with responsibilities, timing and review points.
What’s included.
Campaign problem definition
Audience and message research
Creative territory development
Asset and rollout sequence
Testing and review plan
What you leave with.
- A focused creative brief
- A campaign message sequence
- An asset and rollout plan
The final scope, deliverables and responsibilities are agreed in your proposal.
Before we start.
What does laddering mean here?
It means organizing creative decisions and deployment into a clear sequence.
Does this include production?
Strategy defines the assets needed; production is included when agreed in scope.