Comms Strategy · The Foundation
Words
move
people.
We know this.
Every campaign, every activation, every OOH board, every post — it all lives or dies by the idea at its centre. That idea is comms strategy.
A point of view so clear and so true that every channel it touches becomes more powerful because of it.
My belief
Comms strategy is the most important type of strategy (my personal opinion). It doesn't just define what a brand says — it defines what a brand means, and it is foundational to every channel and every type of strategy. To the person on the street. To the person scrolling at midnight. To the person who will never read a brief but will remember a feeling.
Where it lives
When strategy becomes something you can walk into, touch, taste. The idea must be strong enough to survive the real world.
Live & in-personBorrowed equity only works when the platform truth aligns with the brand truth. Strategy is the bridge.
PartnershipsThe beating heart. The line the whole organisation can rally around. The reason for being, made shareable.
FoundationSix words. Three seconds. A city watching. There is no more demanding test of a comms idea than a billboard.
OutdoorThe platform changes every year. The human on the other side doesn't. Strategy keeps the brand consistent when the channel is chaos.
Always-onCall it a platform. Call it a line. Call it a north star. What matters is that it speaks to the consumer and tells the truth.
The ideaHow I get there
The real one. The uncomfortable truth the consumer already believes but no brand has said out loud yet.
Great comms strategy lives in the gap between where people are and where they want to be. I find that gap.
I think in words first. The right language unlocks the right idea. I write my way to the strategy, not after it.
Words become experiences. Experiences become memories. That's when a comms strategy becomes a brand.