Make it an unfair fight.
LET'S NOT TRY TO OUTSHOUT THE COMPETITION. Let's find evidence we can use to outsmart them.
Our reputation is for edgy, fun, single-minded creative, and we have a room full of awards to prove it. But people don't see the discipline and logic that informs the creative. They don't see the process. We had a placeholder name for it in the beginning. It never got replaced. We call the process "Plan Path" (lame, huh.) Whatever.
The approach is straightforward, founded in user facts, and it begins with planning research among users, people who have purchased and used the client brand. It has eight simple steps: