The
campaign
A launch or media idea sharp enough to make the spend work harder.
01 / THE THESIS
THE SMALL PART THAT MOVES DIFFERENTLY
Most of the plan has a job to do. Good.
It should perform reliably. But a brand also needs room to test an opening, build a prototype, or do something the normal plan would never produce.
7% isn’t a budget rule. It’s the part of the plan allowed to behave differently.
A small, deliberate allocation of attention, imagination and resources. Built to make the rest of the plan measurably stronger.
02 / WHEN TO CALL
THE MOMENT MATTERS
Sometimes “more of the same” is the most expensive idea in the room.
01A launch
02A partnership
03A cultural opening
04A new technology
05Strange customer behaviour
06An impossible brief
03 / WHAT MIGHT COME OUT
THE FORM FOLLOWS THE OPENING
Maybe a campaign. Maybe something stranger.
We start with the problem, then choose the form that can change what people notice, believe or do.
The
The
story
A point of view, proof or narrative that gives people a reason to talk.
The
thing
A prototype, experience or working object people can actually use, see or share.
04 / HOW WE WORK
PROTOTYPE BEFORE POWERPOINT
Make it real. Learn from what happens.
A senior lead, the right specialists, and a route from sharp question to live work.
01
Find the opening.
Understand the commercial goal, the audience and what the market is missing.
02
Shape the route.
Pick an idea with a reason to exist and agree what success would look like.
03
Prototype it.
Make the idea tangible early enough to test, change or kill it.
04
Assemble the crew.
Bring in the makers, partners and production skills the work actually needs.
05
Put it in market.
Launch, measure the agreed outcome and decide what deserves a next move.
ONE IMPORTANT THING
KEEP YOUR AGENCY.
Give us the problem they shouldn’t have to solve.
05 / THE NEXT MOVE
BRING US THE INTERESTING PROBLEM.
gautham@divergentlogic.co ↗Tell us what’s at stake, what the usual answer looks like, and when the moment arrives.