Built by
Notes from
the floor
/
Short pieces on strategy, social, media and craft, written by the people who do the work.
Latest ·
Media ·
A full page is the one placement nobody scrolls past. How we plan print next to paid social, and what it costs per remembered impression.
Graham Pike
Media director
· 5 min read
Earlier notes.
All
05
Strategy
01
Craft
01
Social
01
Media
01
Studio
01
All
05
Strategy
01
Craft
01
Social
01
Media
01
Studio
01
What a good brief should predict
The one-page brief we sign in week two names the result, the audience and the sentence we want repeated. Here is the template.
Strategy
· 4 min
Margot Hale
What a good brief should predict
Strategy
Creators are a casting decision
We cast creators the way we cast a film: for a face, a voice and a reason to believe them. Follower counts come last.
Social
· 5 min
Ama Owusu
Creators are a casting decision
Social
Built for the second look
The first look is free. The second is the one that sells. Why we design every campaign for the moment someone looks again.
Craft
· 4 min
Dario Conti
Built for the second look
Craft
The Friday note
One page, every Friday, written so a finance director can read it in two minutes. What goes in it, and what we leave out.
Studio
· 3 min
Margot Hale
The Friday note
Studio
Paid media is a creative job
The plan decides which idea gets seen, by whom and how often. Why our media planners sit at the same table as the creatives.
Media
· 4 min
Graham Pike
Paid media is a creative job
Media
Start
a brief/
Tell us what you are launching and the number it has to move. A strategist replies within a working day.
Today
You send the brief
Five questions, about two minutes. No deck needed.
Day 1
A strategist calls
Questions about the launch, the audience and the number.
Week 1
One page, signed
A short workshop, then the brief we both agree to.
Week 3
First routes, as work
Two ideas shown as films and posters, not slides.
Start
a brief/
Tell us what you are launching and the number it has to move. A strategist replies within a working day.
Today
You send the brief
Five questions, about two minutes. No deck needed.
Day 1
A strategist calls
Questions about the launch, the audience and the number.
Week 1
One page, signed
A short workshop, then the brief we both agree to.
Week 3
First routes, as work
Two ideas shown as films and posters, not slides.
Start
a brief/
Tell us what you are launching and the number it has to move. A strategist replies within a working day.
Today
You send the brief
Five questions, about two minutes. No deck needed.
Day 1
A strategist calls
Questions about the launch, the audience and the number.
Week 1
One page, signed
A short workshop, then the brief we both agree to.
Week 3
First routes, as work
Two ideas shown as films and posters, not slides.