Creative Strategy
Establish the brand’s narrative, internal and external.
Define the competitive position, the audience, and the idea the work will build from.
Competitive assessment
A structured comparison of the clinical, brand, and engagement landscape.
- Clinical summary: indication, population, mechanism, efficacy, safety, route, and dosing.
- Brand summary: positioning, promise, messages, and campaign inventory.
- Engagement summary: touchpoints, channel presence, investment, gaps, and opportunities.
Positioning
The space the brand can own, for whom, and why.
- Strategic targets and design personas for patients and healthcare professionals.
- Audience truths, brand promise, points of difference, and reasons to believe.
- Purpose, values, personality, and recognizable brand identifiers.
Today / Tension / Tomorrow brief
A strategy on a page that gives each creative brief a shared starting point.
- Today: where the brand and audience stand.
- Tension: the friction the work needs to resolve.
- Tomorrow: the change the brand needs to make possible.
Creative platform
The core idea that turns positioning into a memorable thought creative teams can develop.
- A connection between the audience insight and the brand promise.
- A common foundation for messages and creative executions.
Bring the challenge.
If the brief is clean, send it. If the challenge is still tangled, we can start there.
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