Campaign strategy
What the campaign is for, who it speaks to, and which channels carry it.
Campaign strategyServices
Campaigns that run as one plan, not five
Most campaigns underperform for operational reasons rather than creative ones: the message shifts between channels, the artwork arrives late, and nobody owns the timeline. We run campaigns as a single piece of work with one plan and one point of accountability.
Where we work
The parts campaigns is made of.
Each discipline can stand alone, and they are at their best when they run in sequence.
Integrated campaigns
The same campaign in each channel's own language, delivered together.
Integrated campaigns
How we approach it
One message, adapted rather than repeated
The same claim has to survive being said in thirty seconds on radio, on a billboard read from a moving car, and in a social caption. We write the message once and adapt how it is expressed, so the audience hears one campaign rather than several unrelated adverts.
- A primary message plus the proof points that support it
- Channel-specific treatments that stay recognisably the same campaign
- Copy checked for how people actually speak, in English and Swahili
The timeline starts with production
Printing, embroidery, fabrication and installation take time that digital publishing does not. We work backwards from the launch date to agree when artwork must be approved and when materials must be ordered, so the schedule is built around the slowest step instead of ignoring it.
Success agreed before anything is spent
Before launch we write down what this campaign is for and how it will be judged, whether that is enquiries, footfall, reach or recruitment responses. A campaign with no agreed measure cannot be improved next time.
- The primary objective and the measure attached to it
- What will be tracked, and by whom
- A short review once the campaign has run
One studio
What this connects to.
The other service lines this one meets on a real project, and what the two of them share.
Branding
A campaign carries the brand's positioning into public. The message is decided before the media is booked, not after the artwork is finished.
Advertising
Paid, search and social channels are where most campaigns are actually seen, so the plan and the media that carries it are one piece of work.
Print production
Nearly every campaign needs something physical as well: posters, merchandise, signage for an event, produced against the campaign's own deadline.
Questions we are often asked
Do you run campaigns or only plan them?
Both. The same studio writes the plan, produces the creative, and makes the physical pieces, which removes the handover where campaigns usually lose their consistency.
We already work with another agency. Can you still help?
Yes. We can take on the campaign strategy and production, work alongside a PR or media partner, or handle a single channel that needs specialist attention. Where an existing team is doing the work well, we say so.
How do you handle approvals when several people have to sign off?
Approval points go into the schedule at the start, with a named decision-maker and a date for each one. That is usually the difference between a campaign that launches on time and one that launches after the moment has passed.
Where to go next
- How to plan a corporate marketing campaignMost campaigns fail on sequence rather than creativity. This is the order of decisions that keeps a campaign coherent from brief to launch.
- Branding vs advertising: what businesses needThey are often spoken about as alternatives. They are not: one decides what you are known for, the other pays to be seen.
- Outdoor advertising in Dar es Salaam, Tanzania: what businesses should considerA billboard is bought by location, not by size. Here is what decides whether outdoor advertising earns its place in a media plan.
- All servicesBranding, campaigns, advertising, print production, software development and cyber security.
- Start a projectTell us what you are building and we will reply with how we would approach it.
Next step
Tell us what you are working on.
A short description of the project is enough to start. We will reply with how we would approach it, what it needs and what it would take.