Stage 2 of 6, Strategy
Brief 2 Strategy
Does the 11pm part of the job: turning a messy client brief into a platform you can defend.
Draft. The use cases, the sample output and the walkthrough are dummy text, shown in red.
What goes in
The client brief, however it arrives.
What comes out
A strategic platform with its reasoning shown.
Who signs it off
The strategy director. Nothing moves to the next stage until they do.
Where it sits
Stage 2 of 6, strategy. It starts from what the Brand Researcher hands over, and its output goes to the Strategy 2 Creative Memo.
When teams use it
- A strategy director, the night before a pitch.
- A planner, when the client brief is a forwarded email thread.
- An account team, testing whether a brief is answerable before accepting it.
A sample output
Sample platform, fictional coffee brand.
The problem: the brand is liked but not chosen.
The insight: people pick the nearest cup, then defend the choice.
The platform: Worth the detour. Reasoning: it turns distance, the brand's weakness, into proof of quality.
Watch it run
Transcript goes here.
One of six. Each agent hands its work to the next.
Monday, 11:00. Brief us.
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