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Dimension 01 of 06

Strategic Clarity

Creative quality is the second largest driver of advertising profitability after brand size, worth up to a 12x ROI multiplier (Dyson, 2023). That multiplier is unlocked or destroyed upstream, in whether the work has a clearly stated business problem to solve.

01.1We can articulate, in one sentence, the business problem our creative work is solving this quarter.
01.2Our creative team and our commercial team agree on what good looks like for current work.
01.3When senior leadership reviews creative, the conversation is about whether it works, not whether they like it.
01.4We can describe our brand's distinctive assets without showing them to anyone.
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