The Framework
- Insight mining (customer truths)
- Single‑minded proposition (one sentence)
- Concept territories (3 routes)
- Asset map (channels × formats)
- Timeline & ops
- Measurement & learning agenda
Make the Brief Unbreakable
- Objectives with a number
- Audience jobs‑to‑be‑done
- Mandatory don’ts
- Creative guardrails (tone, brand assets)
Ideas that Travel
Design a core gestalt (shape, phrase, behaviour) that flexes across OOH, social, email, site, and PR.
Asset Map Example
- OOH: 3 hero lines
- Video: 15s cut + 6s bumpers
- Social: 5 carousels, 3 Reels
- Email: 2 flows (announce, last‑chance)
- Site: Landing + FAQ
- PR: Founder pitch + media kit
Measurement
Pre‑test (ad recall), in‑flight (watch‑through, CTR), endline (lift study, sales). Document learnings.
FAQ
Q1. How many concepts to test? Three. Kill two decisively.
Q2. In‑house vs agency? Blend: you own truth; we add pattern recognition.o et diam pellentesque porta. Sed eleifend ultricies risus, vel rutrum erat commodo ut. Praesent finibus congue euismod. Nullam scelerisque massa vel augue placerat, a tempor sem egestas. Curabitur placerat finibus lacus.