Campaigns
A campaign is a concentrated communication effort built to produce a specific outcome in a specific window — a product launch, a category redefinition, a recruitment push, a policy shift. We design and run campaigns that earn attention on the merit of what they say, not the volume at which they say it.
What we mean by a campaign
A campaign is not a series of posts, nor a burst of advertising. It is an integrated communication operation with a defined objective, a defined audience, a defined duration, and defined success criteria. Every campaign we run has a measurable thesis that can be confirmed or rejected at the end — new-logo pipeline, qualified media coverage, policy conversations opened, recruitment funnel delta, share-of-voice movement. Without a thesis there is no campaign, only activity.
How campaigns are built
Campaign work begins with the same diagnostic rigor as strategy: understanding the company, the audience, the competitive frame, and the constraint that makes this campaign necessary now. From that diagnosis we develop the campaign concept — the single idea the campaign exists to prove — and the message system that lets every channel express that idea without sounding templated. We then build the channel plan: paid, earned, owned, and shared, sequenced over the campaign window. Production includes the writing, art-directing, and editorial that the plan requires, in collaboration with design and media partners when the scale demands it. Throughout execution we measure against the original thesis and adjust cadence, emphasis, or channel mix when the data warrants it.
The kinds of campaigns we work on
Product launches for deep-tech and software categories where the buying audience requires technical credibility. Category-definition campaigns for companies inventing or renaming a market space. Employer-brand and recruitment campaigns for organizations competing for scarce technical or leadership talent. Public-affairs campaigns for regulated industries shaping policy conversations. Magazine and publication launches where the campaign itself must demonstrate the editorial quality of the product. Our campaign experience reaches back to direct-mail campaigns for global software and consumer-goods brands, the first browser-based interactive campaigns for major German daily newspapers, online auctions for telecommunications VIP customers, and pioneering work in influencer marketing in the German-speaking market.
Duration and investment
Campaign engagements start at three months, which is the realistic minimum for diagnosis, concept development, production, and execution with enough time to observe and iterate. Larger campaigns or those running in regulated environments typically span six to nine months. Strategic and creative work is billed at senior rates; production collaborators are billed separately or through a campaign budget we manage.
- 01Campaign diagnosis and thesis
- 02Campaign concept and central idea
- 03Message system for all channels
- 04Sequenced channel plan (paid, earned, owned, shared)
- 05Production oversight and editorial delivery
- 06Measurement framework and end-of-campaign review
- 07Post-campaign learnings documented for the next cycle
- How is this different from working with a regular advertising agency?
- We start from strategy, not from creative execution. We define the thesis and the system before any production begins, and we stay close to the business outcome rather than the creative output. Production partners work inside the frame we set.
- Can you run a single-channel campaign, for example LinkedIn only?
- We can, but we usually advise against it. Campaigns with a single channel tend to underperform the same investment spread across two or three well-chosen channels.
- What is the minimum campaign budget?
- Strategic and creative fees scale with complexity, not channel spend. We can work on campaigns with zero paid-media budget if the earned and owned strategy is strong enough.