The process that we have designed for developing ideas that will entice consumers to spend more time with our clients' brands is Total Communication Planning. It's a collaborative approach to brand planning that quickly tackles major strategic issues by leveraging the expertise of key agency and client stakeholders. Informed with the right data and insight, JWT can accomplish in a matter of a day, what traditionally takes months. The process involves a series of key strategic work sessions which are described below.

Day Before - Business Analysis. Pre-work designed to identify and gain alignment with the fundamental business change required in order for a branded business to achieve its stated objectives.

Day One - Brand Positioning Development. A workshop designed to arrive at a focal point where all the learning, research and decisions culminate to create an inspiring brand proposition captured in a media-neutral expression of the brand. Postcard - Brand Idea. A postcard is the simplest form of communications. It is the most concise distillation of the soul and essence of a brand - it acts as a source of inspiration and a filter for ideas.

Day Two - Integrated Communication Planning. A media-neutral exploration and analysis of the Postcard, designed to amplify momentum by leveraging the brand idea in ways that will allow it to deliver against business objectives.

Learning Curve - Program Performance Monitoring. Understanding and responding to in-market dynamics without delay.