Evaluating media strategy's can be hard. They can be long-winded and full of jargon and often you have to wade through a lot of executional ideas to get to the core strategy. It’s also easy to get carried away with what looks like a fun or exciting execution idea without understanding how the strategy will address the brand problem.
Provided the hard work has been done in getting the brief right, the rest of the campaign becomes much easier. Do you have one clearly articulated brand problem and one clearly articulated and single-minded communication objective? If so, there is just one more question you should ask yourself:
How will this strategy address my brand problem and deliver on my communication objective?
We will help you work through the evaluation process. Working with over 70 clients in many countries means we have exposure to all kinds of briefs and strategies. We have the experience to ensure that you understand the strategy, can wade through the jargon and see it for what it means in simple English.
We can then help you understand the implications of the strategy, and help you formulate a response to your agency to get the answers you require.