No single campaign idea
The launch is on the calendar, but all you have is a list of messages. Without one idea, each channel will invent its own and the campaign will fall apart.
Creative concept
One idea for the whole campaign
We look for one big campaign idea and show it in the key formats. Every size for every channel is a different piece of work.
Many layouts, different stories
Layouts keep shipping, but the banner, the post and the video tell different stories. Nobody can name the idea that holds them together.
Idea lost across channels
The concept was agreed in a meeting, then each team adapted it alone. In the small formats, nothing of the idea stays recognizable.
Campaign job: who we speak to and what they should remember
Directions: several different ideas, not shades of one idea
One concept: why this idea carries the launch
Key formats: how the idea looks in the main placements
Limits: what later adaptations are not allowed to do
Presentation: the material used to approve the idea
PROCESS
[ 01 ]free · 30 min
[ 02 ]14 working days
[ 03 ]after report delivery
From request to result
[ 01 ]free · 30 minClarity Session
We clarify the campaign job and what the customer should remember. You leave with a frame for the idea. No sales pitch.
[ 02 ]14 working daysConcept
Several different directions and one approved idea in the key formats. The result is a presentation you can take into production.
[ 03 ]after report deliveryIdea review
We show why this idea holds the job and where adaptations can break it. The team approves the direction.
Frequently asked questions
and answers
Do you produce every channel adaptation in this service?+
No. A concept is one idea, shown in the key formats so it can be approved. The full size pack for every channel is creative for advertising campaigns, and it starts after the idea is agreed.
Is this the creative rules for a whole period?+
No. A concept answers one campaign: what the idea is, who it is for and why people will notice it. Rules for a period are a creative strategy. If that strategy exists, we judge the idea against it.
Can we approve the idea before every size is made?+
Yes. That is what the key formats are for: you see how the idea sounds and looks before money goes into every size. Approving the idea and producing the pack are separate decisions.
How many idea directions do you show?+
It depends on the launch. We show several different routes, not variations of one, and leave you with one approved idea. How many directions are in scope is fixed at the start, once the campaign is clear.
THE FINAL STEP TOWARD A SYSTEMReady to turn growth
Ready to turn growth
into predictability?
Start with a free 30-minute Clarity Session.
