A complete marketing strategy using platforms, audiences, and creative feedback

Executive overview

Most marketing briefs start and end in a boardroom, disconnected from real consumer behaviour. Build a framework first — audience cohorts, platform knowledge, creative execution — then let performance data rewrite the brief.

Viral creative rooted in consumer truth is a better brief than any strategist can write.

The P.A.C. framework

• Define brand purpose and business objective before anything else
• Build 40–50 consumer segmentations — hyper-specific cohorts, not broad demographics
• Map which platforms you're creating for and how each one works
• Identify underpriced or over-indexing formats (e.g. Facebook Reels, TikTok green-screen)
• Post against the framework; the real work starts after publishing

Turning data into a smarter machine

• A post-creative strategist (PCS) monitors qualitative feedback on every piece of content
• Analytics and media teams handle quantitative data in parallel
• When creative over-indexes, it becomes the brief for the next round of work
• For retail brands, run media against holdout clusters to prove incremental growth
• For DTC or app brands, read the black-and-white conversion data directly

Evolving your cohorts

• Cohorts are an accordion — expand or contract based on what the data shows
• Drop cohorts where creative hasn't found affinity; double down where intent is strong
• Let consumer truth drive targeting decisions, not boardroom assumptions