•It all starts with with our Screen Story deep dive. Besides taking all the research and input available from the brand, we explore the brand, competition, category and trends across all screens

•We use the Screen Story to ground the strategic process, and help inform the One-Shot Answers

•We head to our white wall and explore all unique brand assets and possible competitive white spaces

•We then develop numerous One-Shot Answers, defined as: One short, compelling phrase that nails the brand meaning, then directs and connects all communications

•This is a rigorous, 3-6-week process

•It includes at least one active work session with the brand team

•Agency looks to present 2-4 tightly defined One-Shot Answers to brand team

•Each One-Shot Answer is wordsmith-ed to be as pithy, compelling and fertile as possible

•Each One-Shot Answer is presented with a short, accompanying paragraph and visual mood board to help bring it to life

•One is selected

•The One-Shot Answer serves as the strategic filter that all creative goes through, and a unifying rallying cry for everyone who touches the brand