It is simple. It is collaborative and clearly defines each stage along the way. It ensures that all outcomes are agreed and understood by all parties from the outset. Through the 6 Gates lies the path to clarity of purpose.
Project plan
Project kick off meeting
Status report
Sign off contracts/estimate
Contract/estimate
Project scope
- Agree timelines
- Assign resources
- Develop project plan/scope
- Schedule WIP meetings
Situation analysis report
Define strategic approach
- Brand equity analysis and alternate positioning evaluation
Document strategic approach
Empirical research
- Brand foundations
- Corporate milestones
- Category analysis
Conduct user research
- Analysis of past & current campaigns
- Review 3rd party research, consumer research (one-on-ones, focus groups)
- Competitor research
Feedback (approval or revision) of concept
Presentation of final concept executions for approval
Approval of concept executions
Strategic & creative brief
- Develop target consumer profiles
- Develop brand and advertising propositions
Develop concept sketches and mood board
Presentation of concept (workshop)
Manage external productions
Approval of final artwork and all creative concepts
Install and configure Second Drawer
Copywriting and art direction
External production components defined
Definitive project definition, production components specifications and cost estimate
Artwork production
Book media
Delivery of materials to media
Brief media
Sign off media proposal
Review media proposal/plan/schedule
Define pathways to next stage (or next campaign)
Measuring & tracking reports
Ongoing advertising strategy
Post implementation review
Advertising tracking
Implement any updates/changes require post analysis
