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Strategy

A Diagnosis

A

Guiding

Policy

A Set of

Coherent

Actions

​

Diagnosis (so far)

  • Can’t find Brand / Performance balance

  • Don’t know exactly what’s working

  • Ads, products and customer experiences are disconnected

  • Data about customers and advertising is fragmented

The Overall

Approach

  • Develop, agree and document the plan for measurement. Stick to it.

  • Execute on the Brand brilliantly, and consistently, across every ad.

  • Creative/Media/UX/data: plan for all propositions and purchase journeys.

  • Everything delivers / informed by solid customer data.

A Coherent

Set of

Actions

(So Far)

  • A complete brief

  • Tech setup and contracts

  • Stakeholders & objectives

  • Partners & history

  • Brand strategy

  • Audience planning

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