Case notes and guides you can use on Monday.
Twenty-three anonymised case notes, practical guides and tools, written by the people who did the work. Organised by desk and by the problem you are trying to solve.
Before you brief an agency, read the one that fits.
Practical guides to scoping, costing and measuring the work: rebrands, technical content, exhibition follow-up, packaging, media fees and launches.
Industrial rebranding: what should change, and how will you know it worked?
An industrial rebrand should help buyers understand what your business can do, help sales teams explain it consistently, and make a growing product portfolio easier to navigate.
How to turn technical specifications into useful website content
Technical website content has to work for readers with different levels of knowledge.
From exhibition leads to qualified pipeline: plan the handover before the stand.
Exhibition lead generation begins before the doors open and continues after the stand comes down. A busy booth can create useful conversations, but business cards and badge scans do not explain which contacts need a quotation, which need technical support and which are simply gathering information.
Packaging design brief and cost: how to ask for a useful proposal.
Packaging design cost depends on what needs to be solved and what must be delivered. A single label on an established format is a different assignment from a new identity, structural exploration and artwork across several product families.
Flat-fee versus percentage-of-spend media buying: compare the work behind the fee.
A media buying fee is meaningful only when you know what work it covers. Flat-fee media buying can give a business a predictable agency cost within an agreed scope.
An automotive product launch plan starts with the next buyer decision.
An automotive product launch plan should connect attention to a useful next step. For a vehicle, that might be a test drive or a conversation with a dealer. For a component, it could be a technical evaluation or a sample request.
Brand fundamentals: nine questions every brand must answer
Who you are, who you are for and why anyone should believe you, with a test for each answer.
Marketing metrics glossary
TAM, CAC, LTV, ROAS, share of search and more, with the formula and the way each number misleads.
CAC and LTV calculator
Six numbers in, four answers out: what a customer costs, what one is worth and how long payback takes.
Five desks. Pick your question.
Industrial brands and commercial communication
Why identity, applications, exhibitions and follow-up need one story.
Industrial rebrand and demand generation
An established Indian electronics manufacturer was winning work mostly through referrals. This note shows how a full rebrand was tied to product…
Industrial exhibition communication and follow-up
A global industrial electronics business with Indian manufacturing needed one coherent presence across events in India and Taiwan. This note shows how…
Loyalty and member participation
How proposition, identity, participation and measurement fit together, for airlines and retailers alike.
One marketing system for a loyalty platform
A loyalty technology business has to convince corporate buyers, recruit merchant partners and give members something they can act on. This note…
Airline loyalty between journeys
An airline loyalty programme can go silent between trips while balances sit unused. This note explains how we would time member communication…
Making airline programme participation easier
A loyalty programme can run on a sophisticated model while its participation page leaves members guessing. This piece sets out how we…
Airline awareness to participation
Members can recognise an airline's loyalty brand and still not understand an offer or find the next step. This piece shows how…
Airline member communication sequences
Airline programme messages often repeat a balance reminder instead of building understanding. This piece shows how we would sequence introduction, explanation, reminder…
Airline brand consistency across partners
Partner-led loyalty programmes share mechanics, yet each airline's members expect their own carrier's voice. This piece shows how we would keep identity…
Content as an operating system
Customer-facing quality depends on workflows, documentation and handovers.
Food ordering: the content operation behind the menu
An Indian food-ordering platform depended on accurate menus, usable restaurant pages and campaigns with a working destination. How we built the content…
Adapting a food delivery platform for India
An international food-delivery platform's Indian operation had to run on processes designed elsewhere. This note explains how clear requirements, task-based documentation and…
Communication during a platform transition
When a local Indian food platform became part of a larger international delivery group, the hard part was explaining how the local…
Restaurant integration: documentation teams can use
A restaurant point-of-sale integration only works when specialists, operations staff and managers share one accurate account of the process. How we structure…
Trust and proposition clarity
How readers judge claims and find the next action in very different categories.
One programme, several audiences
A professional services programme passes through buyers, administrators and participants before anyone takes part. This note explains how we separate the business…
Programme communication for a baby-care brand
Parents meet programme messages in short, interrupted moments. This note sets out how we keep baby-care programme copy separate from product claims,…
Investment advisory: one clear explanation, start to finish
An Indian investment advisory organisation needed its website, campaigns, client reports and onboarding to explain the same service in the same way.…
Luxury brand communication with discipline
Many luxury watch brands become interchangeable once the logo is covered. This note sets out how we would build a brand argument…
Communications software positioning
Software buyers can read a long feature list and still not know whether a product suits them. This note explains how we…
Commerce foundations
Product information, identity and campaign destinations that support shopping.
Rewards that fit an apparel purchase
A rewards message in a clothing retailer's inbox competes with new collections and promotions. This note sets out how we would introduce…
Rewards offers in an electronics purchase
Electronics shoppers arrive checking compatibility, specifications and price. A rewards offer can help that decision or interrupt it. This note sets out…
Baby products: an early commerce brand foundation
An early-stage Indian baby-products retailer needed an identity, product content, photography standards and digital discovery while its team was still small. How…
Coffee systems after the first cup
A coffee pod system earns its value after the machine arrives. This note separates system introduction, capsule choice and programme participation, then…
Localising a fashion loyalty campaign
A global fashion retailer's loyalty campaign has to move at the speed of a collection and still make sense in a regional…
Partner programme messaging for retailers
A partner programme brings new vocabulary, approval rules and sign-up steps into a retailer's channels. This note shows how a message hierarchy,…
Useful before you ever hire us.
Most agency blogs exist to rank. Ours exists to be used: by a founder writing a first brand brief, a marketing head defending a budget to finance, or a procurement team trying to compare agencies on more than adjectives.
Every piece here is written by the people who do the work, checked against our editorial standards and kept up to date. Where we use numbers, we show the formula. Where something depends on your market, we say so.
More guides are on the way, on rebranding, packaging for thumbnails, internal communications and search in the age of AI answers. If there is a question you want answered, send it to us.
Let's make you impossible to ignore.
Send three lines about where you are and where you want to be. A senior strategist replies within one working day with a first view, not a sales script.