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01 · Strategy

Strategy

You want one argument the whole company can repeat, not a deck that dies in the taxi.

Three people in a glass meeting room reviewing papers around a long table.

Most campaigns fail before the first picture. Separate strategy, advertising, and talent shops each rewrite the line, and the budget pays for the argument.

Glinsky writes the strategy as the thing the work has to obey: who it is for, what must be true in China, what must be true in the United States, and what is not allowed to change on the way.

How an engagement runs

  1. 01

    The hearing

    A working session, not a credentials meeting. We leave with the constraint.

  2. 02

    The line

    One strategy, written so a media buyer and a casting director can both use it.

  3. 03

    The hold

    We stay on the work so the line is not renegotiated in every market.

Alongside it