01AUDIENCE & BRAND INTELLIGENCE
Read the audience before you write to them. Know what they already believe about you, and what it will take to move it.
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Heinz · Draw KetchupOOH · 2023
Creative distinctiveness
83/ 100
Distinctiveness by audience, out of 10
Commuter Belt Couples8.8
Warehouse District8.5
Finance District7.5
Why it’s distinctive · 8.8It looks like no other grocery ad: crude consumer sketches replace the usual glossy pour shots, and the doodles take over the real labels on shelf.
Test every phase of your campaign, from audience intelligence through to creative assets.
02MESSAGE & POSITIONING
Score every message territory against the audiences you need to reach, and find the one that holds across all of them.
62%
48%
41%
33%
03COPY TESTING
Test headlines, CTAs and body copy line by line. Know which one converts and which one costs credibility, before it runs.
7.18.46.5
04CREATIVE TESTING
Score every execution on the numbers, then hear why in the audience's own words, before the work is locked.
05LAUNCH RISK
Find the backlash risk before the market does, and know how to sequence the push around it.
Every campaign in your category, already scored.
Campaign type
Platform to promotion
Objective
Awareness to loyalty
Creative assets
Every execution in the flight
Channel & placement
Feed, billboard, spot, page
Format
Film, static, audio, build
Mechanism
The creative device
Theme
What the work asserts
Talent & cue
Who is on screen
Flight & markets
Dates and geography
Recognition
Awards, as recorded fact
Category context