Method
How we work
A brand usually asks us how to sell more. That is not quite the right question. The real question is which moment is actually yours, because you cannot win on price and you cannot win on taste alone. You compete on moments.
The order we work in
- 1
Business problem
- 2
Consumer behaviour
- 3
Gaming relevance
- 4
The commercial mechanism
- 5
The activation itself
- 6
The measured outcome
- 7
The business decision it supports
- 8
Cost last
How a target gets set
We do not wait for you to hand us a number. If you have a target, we test our plan against it. If you do not, we tell you what we believe the minimum target should be to hit the outcome you want, and we size the distribution spend to make that target realistically reachable. Either way, a pass and fail mark exists before launch, agreed jointly, so nothing gets judged later against a figure nobody agreed to.
What we will tell you no on
We have told a brand their product was not ready to compete in the segment they wanted and belonged somewhere else in the market instead. We have told a partner that brands sponsor what already exists, not what is still being built. We would rather lose a sale than sell you something we cannot defend later.
What happens if a campaign is heading to miss its mark
If we see a campaign is tracking to miss its pass mark, we tell you the day we know it, recommend against going the full distance, and take two days to bring you a way to fix it.