On average, how long are you given to get to the first round of campaign concepts when the client has asked for a new positioning and to test that positioning?

I just saw an estimate and I have feelings but I might be wrong about those feelings.

likehelpful
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After 6 weeks of Strat copying the client brief to the agency brief, creatives are given about 5-8 days (including weekend).

likefunny

Same as D1 and others, especially in the past years

like

Strategy - 10 to 15 working days includes a 2 rounds account reviews, 2 rounds of client review
Creative - 10 to 15 working days from creative strategy approval. Includes higher level creative reviews and approvals, strat/account reviews and approvals, client reviews and revision comments before testing.

like

About 2 weeks total

like

People are out of pocket in these comments. Do people really not know the difference between a creative or tactical brief and repositioning?

My question is are clients looking for a brand repositioning or a product market repositioning.

like

In this case brand positioning. They know their product market fit. You picked up on the specificity that I put in my original post, these clients want a new brand positioning and want it tested.

One week to get to solid concept options. Another week to flesh out the concepts, go back and forth with account, and get a client-ready deck together.

New biz proposals are the Wild West though.

like

One full week minimum from brief approval to first round concepts.

like

I should have said internal concept review/touch base. Rough comps.

1 - 2 weeks post brief

like

Depends on the ask

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