The toolkit
Canvases, templates, checklists, worksheets and calculators to use today. Each one is built on a named framework, explained with its sources, and ready to fill in here, print or download. What you type stays in your browser.
Templates4
The documents a plan needs, with the headings already right.
- The positioning statement: for, who, is a, that, unlike, becauseOne sentence that says who the brand is for, what it is, what it does better than the alternative and why anyone should believe it. The fill-in-the-blank form credited to Geoffrey Moore, checked against Keller's points of parity and difference.
- The creative brief template: one problem, one insight, one propositionThe page a planner hands to a creative team: the problem the work must solve, the audience and the insight, the single proposition and its proof, the tone, and what the work should make people think, feel and do. From the account-planning tradition and the industry's briefing guides.
- The agency brief template: the client's business brief to every agencyThe brief a client sends to its agencies and internal teams: where the business is now, where it needs to be, who it must reach, what the work must achieve, the budget, timing and rules, and how success will be measured. One brief for every discipline, after the industry's joint briefing guides.
- The campaign calendar: phases, key dates and the flighting of every disciplineOne timeline that shows every discipline phase by phase: when each is off, light or heavy, the phases of the campaign, the fixed dates it must respect and the dependencies between teams. With the scheduling patterns of media planning: continuity, flighting and pulsing.