// Strategy and Analytics
Global Strategy
Agents of growth and differentiation for new era marketers.
Strategy unites data and analysis with human insight and creativity to identify and unlock more growth opportunities for brands. Enable marketers to make smarter, more predictive decisions right now, that will affect business outcomes in days, weeks, months or years. And build more differentiated communications platforms for ideas, experiences and execution.
// What is done
Unlock growth through better predictions and more differentiated consumer experiences.
The approach focuses on finding meaningful signals that reveal opportunities for growth, spark ideas that will differentiate brands away from the average, and deliver better experiences for consumers.
Do this through Signals Planning, a new approach to extracting value from data to make advertising fit for the new era. The Signals Planning process is organised around three distinct cycles, which reflect the different cultures of decision making in advertising.
A CMO setting out a five-year marketing strategy, a product manager planning their next campaign and a programmatic expert making in-flight optimisations will each go through their own cycle of exploring opportunities, predicting outcomes and making decisions . Signals Planning connects these three different types of decisions through a common language of KPIs, budgets, audiences and priorities, and a singular focus on brand growth. It creates the relevant signals for each type of decision, and connects them together with a learning loop that allows us to create tools and approaches that learn and improve as we progress.
// Technology
Finding meaning and humanity in the data.
Technology is more than automation and algorithms, although both have a large role to play in what is done and how is done. Technology also means developing new tools and methods that enhance how is applied data-driven knowledge for practical purposes. From a strategy perspective that means finding meaning and humanity in the abundance of data at our disposal.
01
Signals Planning Audit
As data driven thinking becomes more fundamental to marketing, customers expect us to take a leading role in planning their communications. However in a world of data abundance, complexity is a very real problem. Based on a series of questions around growth, differentiation and relevance, the Signals Planning Audit arms clients with a simple and accessible understanding of data that will enable them to benchmark their performance against category and competitors, make better decisions and take the actions required to deliver better outcomes.
02
Growth Signals Mapping
The Growth Signals Map is a tool that synthesizes the full marketing funnel for both a specific brand and its broader industry. It links how investment drives brand messaging, and subsequently how that brand messaging leads to sales or purchase intent. In the process, the map identifies key brand signals - like word of mouth, buzz, reputation, etc.- that serve as leading indicators media can drive or aspire to.
06
The Takeaway
Great work comes from new ways of thinking. We are always seeking to inspire - and sometimes provoke - ways for brands to stand out grounded in the world of our consumers. And with growing demand for CSR, new expectations for diversity and inclusion and the continued growth of niche sub-cultures in the digital age, agencies can’t afford to ignore the world our brands live in. The Takeaway is the monthly trend reporting series, bringing these worlds to curious clients, and unearthing the unorthodox, unexpected, and downright unusual.
// Business Methodologies
Marketing Campaign Process
