A practical way to turn knowledge into action.
Start with motivations, behaviour and context. Find the opportunity that deserves your attention.
Bring strategy, media, data and partners together. Activate with a clear learning agenda and use the response to improve the next decision.
Four connected steps. Select a step for a little more detail.
Bring audience behaviour, market context and relevant business knowledge into the brief.
Agree the priority, the channel roles and what success should look like.
Align responsibilities and review the plan before putting it into market.
Use delivery, response and outcome evidence to refine the next decision.
Learning feeds the next brief.