METHODOLOGY

General

Clarifies and demystifies the entire agency process from research to production.

Upfront estimated pricing for each phase of the cycle.

Full cycle or select phases according to budget.

A tailor made process designed to manage and inspire stakeholders.


RESEARCH
Plot pyramid from current positioning via planner
An in-depth audit of existing research
Profound market & country research
Commissioned research (if necessary)
Competitor news line alert
Vox Pop
Insighter™ Consumer research
Insighter™ Web effectiveness study

ANALYSIS
Analyse all data to find unique points for development of creative via planner
Prepare 1-4 probable positionings from Brand Realities found
Structure positionings from analysis into perceptual pyramids and trigger boards

MEASUREMENT
Create various adcepts from positioning pyramids
Measure adcepts via Insighter™ online survey tools
Measure via face to face interviews and focus groups

UNDERSTANDING
Interrogate findings of adcepts
Build final Reality Pyramid to create Brand Personality
Finalise creative proposition and brief

ROUTE TO MARKET
Discover alternative brand distribution points
Match Consumer TGI Profile with Media Profile (planning)
Send Insighter™ questionnaire to test media choice
Finalise discipline and communication methodology

CREATIVE
Understand proposition and Reality Pyramid
Understand communication methodology
Create two treatments from brief
Prepare full rationale on why routes have been chosen
Create Brand Laundry Bible (if required)

PRODUCTION
In-house artwork and retouching
In-house producer and director
E-media production
Brandline Account Management Tool

CONSUMER
Ongoing building and collation of our clients’ brand personality profile to live up to the Reality Pyramid