When a campaign begins, we monitor it constantly to observe how it is performing. If one aspect of a campaign is working but another isn’t, then we alter what isn’t working. This is the nature of flow—to be able to nurture what’s working, and address what isn’t, and to be able to leverage new opportunities as they arise.
Once Juice achieves clarity around the organization, its goals and vision, we begin to ideate, generating ideas, models and opportunities. This process utilizes a design thinking approach to problem framing, allowing for a diverse set of ideas and possibilities. Several iterations based on the core strategy will be selected until a campaign grows into a mature plan for execution.
We start by surveying the landscape to understand the environment in which the brand is operating—looking to the horizon to understand not just what the climate is now, but what it will be tomorrow, to make sure that the seeds we’re planting today will yield fruit. This phase often produces a strategic vision for our efforts within the organization.