Our new planning system consists of twelve individual tools and analysis techniques that together ensure we will continue to be at the forefront of strategy. The tools bring to life robust, high quality thinking and make sure that the very freshest, insightful and commercial ideas come to the fore. This, together with Shine’s new measurement system Eric, will tie campaigns back to business benefits.

 

Shine1 Planning Stage Model - A seven step journey through planning – from developing consumer insight, drafting a positioning, writing a communications platform, story angle and messaging, communications channels to agreeing final measurement tools.

 

The Shine1 Power Grid - Takes a brand and a limitless number of competitors through a research based journey to establish the key challenges across five key metrics  – awareness, differentiation, connectivity, relevance and admiration – to ensure a campaign is resolutely focused on the communication need.

 

The Shine1 Strategy Map - Pushes an articulation of strategy, objectives, platform and messages on one page, and connects it back to audience insight.

 

The Shine1 Touchpoint Model - Helps establish which channel is the best for a campaign, given the objectives, business and commercial need.

 

The Shine1 Media Map - A media strategy development tool that articulates messages, spokespeople, channels and media all in one place. This is underpinned by Pulse, Metrica’s media planning tool, which Shine1 uses as a development device.

 

For more information, drop Richard Brett a note.