Originate
A proposition before a brief exists.
Operating MapThe OpeningWhat the work can become
NO RESPONSE IS CHOSEN IN ADVANCE.
It may call for a position, a format, an experience, a utility, a platform, a media system or a combination that does not yet belong to an established category.
The work takes shape around what the opportunity can become.
WHERE WE ENTER
THE ROLE CHANGES WITH THE SITUATION.
THE OPENING may originate a proposition before a brief exists, join at the beginning of a project, strengthen something already in development or enter later to transform, direct or extend what is underway. It may lead the complete work or contribute precisely where another level of judgment is required.
Join
Enter at the beginning of a project.
Strengthen
Strengthen something already in development.
Transform / Direct / Extend
Move the opportunity forward without losing what made it valuable.
POSSIBLE FORMS / ONE DIRECTION / DIFFERENT RESPONSES
THE FORM CHANGES WITH WHAT HAS TO HAPPEN.
THE OPENING also develops propositions before briefs exist and presents them privately to the organizations and partners best placed to move them forward.
NOT EVERY OPENING NEEDS A CAMPAIGN. SOME NEED A SERVICE. OTHERS, A PLACE. OTHERS, A PROPERTY.
POSITION, BRAND & COMMERCIAL DIRECTION
Defines the place an organization can occupy and the reason someone should choose it. It may become a market position, brand platform, commercial proposition, launch or new use for an existing asset.
FORMATS & PROPERTIES
Organize an idea so it can repeat, extend, grow or be licensed. A format defines how the idea works. A property gives it a future.
LIVE & PUBLIC EXPERIENCES
Create a place, moment or situation that people can enter and make their own. Their value appears in participation, use, memory and what continues afterward.
MEDIA, CONTENT & DISTRIBUTION
Define how an idea is expressed, circulated and connected with its audience. Each medium plays a role within the whole; distribution is designed from the beginning.
UTILITY, ACCESS & INFRASTRUCTURE
Turn a real need into access, service or capability. Sometimes the stronger answer is not another message. It is making something possible that was not possible before.
PLATFORMS, TECHNOLOGY & SYSTEMS
Hold relationships, services, content, participation or commerce over time. Technology matters when it changes access, use, participation or continuity.
TERRITORY, ARTIFACTS & EXTENSIONS
Take the work into a place, a community or an everyday practice. Their role is to give the work presence, use, memory and circulation.
ONE DIRECTION. DIFFERENT RESPONSES.
View the Dossier →
WHAT IT CAN LEAVE BEHIND
THE WORK HAS TO BECOME MORE THAN A MOMENT.
Its value may appear in the market, in public life or across both. What matters is that it becomes useful enough to matter and strong enough to remain.
A stronger position
- Value
- A reason to choose.
- Use
- A useful role in people’s lives.
An audience that returns
- Return
- A commercial path.
- Ownership
- An owned asset capable of growing.
A system capable of continuing
- Market
- Value in the market.
- Public
- Value in public life.
Continuity
- Useful
- Useful enough to matter.
- Strong
- Strong enough to remain.
WHERE WE ENTER
THE POINT IS NOT TO OCCUPY EVERY STAGE.
THE OPENING may lead the complete work or contribute precisely where another level of judgment is required.
Move the opportunity forward without losing what made it valuable.
BEFORE THE BRIEF
Originate a proposition.
Position · proposition · direction
AT THE BEGINNING
Join a project.
Concept · form · conditions
IN DEVELOPMENT
Strengthen what is already moving.
Media · technology · build
LATER
Transform, direct or extend.
Operation · iteration · continuity
VALUE / CONTINUITY / CONSEQUENCE
THE WORK HAS TO BECOME MORE THAN A MOMENT.
Its value may appear in the market, in public life or across both.
Position / Choice / Use / Return
Value / continuity / consequence
Position
A stronger position.
Choice
A reason to choose.
Use
A useful role in people’s lives.
Return
An audience that returns.
Useful enough to matter.
Strong enough to remain.
CLOSE
ONE OPENING. MANY POSSIBLE FORMS. ONE CLEAR DIRECTION.
Make it real. Make it useful. Make it hold.
View the Practice →