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Hugely undervalued by clients
Essentially this is brand planning - Who (audience and need), What (mindset and message), Where (is message most impactfully delivered), When (channel and timing), and How (successful - KPI measurement planning).
Comms is bespoke activation. It’s meant to turn a big idea/platform into a great campaign. This requires a focus on the consumer journey agnostic of any single influence or channel, allowing for the discovery of opportunities to extend the creative or narrative, and then leading the development of any/all marketing channels needed to make a great campaign.