Not just campaigns.Change that holds.
The shapes an engagement takes, and what each one is usually brought in to fix.
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Four kinds of engagement.
Most work is a combination. The label matters less than which part is actually broken.
- Brand and market position
- Positioning, identity, and the materials that carry it. Typically where an organisation has outgrown how it describes itself.
- Automation and technical integration
- Measurement, tagging, systems that talk to each other, and the workflows behind delivery. Usually the least visible work and the longest-lived.
- Advertising and demand
- Paid and organic channels, creative, and the operating rhythm that keeps them worth running.
- Media operation
- Taking an existing programme and making it run: audit, structure, measurement, and the handover that lets a team hold it.
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