STRATEGY AND PLANNING GUIDE
Strategy and planning for effective marketing
Our award-winning creative communications are driven by insight-led strategy.
We’ve published a practical guide so you can do it too.
Read on for a flavour of what to expect or download the guide here.
First Principles
This chapter lays out the broad principles and a simple step-by-step approach that takes you from a ‘client brief’ to an ‘internal brief’ you can use with an agency or internal team tasked with solving a communications problem.
![](https://www.nucco.co.uk/hs-fs/hubfs/Landing%20Page%20Assets/Strategy%20Guide/First-principles.png?width=1400&height=788&name=First-principles.png)
Objectives
Are you sure you know what you’re doing? In this chapter, we will look at objectives. The first question to ask yourself when looking at a new brief is: Is the objective clear?
![](https://www.nucco.co.uk/hs-fs/hubfs/Landing%20Page%20Assets/Strategy%20Guide/Objectives.png?width=1400&height=788&name=Objectives.png)
Brand & Product
Is the brand or product clear? In this chapter, we will take a look at brand and product. Once you have clarified your objective, you need to define what your campaign is selling.
![](https://www.nucco.co.uk/hs-fs/hubfs/Landing%20Page%20Assets/Strategy%20Guide/Brand-Product.png?width=1400&height=788&name=Brand-Product.png)
Audience
Is the audience clear? This chapter explains how to tackle and define audiences.
![](https://www.nucco.co.uk/hs-fs/hubfs/Landing%20Page%20Assets/Strategy%20Guide/Audience-1.png?width=1400&height=788&name=Audience-1.png)
Context
Is the context clear? Context provides essential information about the audience, environment, and circumstances that shape the meaning and impact of your campaign.
![](https://www.nucco.co.uk/hs-fs/hubfs/Landing%20Page%20Assets/Strategy%20Guide/Context.png?width=1400&height=788&name=Context.png)
Insights
Is there an insight? In this chapter, we explore what an insight is and how to build it into a proposition.
![](https://www.nucco.co.uk/hs-fs/hubfs/Landing%20Page%20Assets/Strategy%20Guide/Insight.png?width=1400&height=788&name=Insight.png)
Internal Brief
Is there an internal brief? “When forced to work within a strict framework, the imagination is taxed to its utmost – and will produce its richest ideas. Given total freedom, the work is likely to sprawl.” - TS Eliot
![](https://www.nucco.co.uk/hs-fs/hubfs/Landing%20Page%20Assets/Strategy%20Guide/Internalbrief.png?width=1400&height=788&name=Internalbrief.png)