Cohort development: Defining who you want to reach

The first step is identifying a variety of different consumer segments (or cohorts), so that you can make advertising that’s relevant to them (rather than something generic that’s meant to appeal to everyone).

Strategic organic content (SOC): What good modern advertising looks like

In the new social media world, everything is about the content itself, not the people who chose to follow you. Creative is the variable of success.

thirty to forty other cohorts.

Platforms and Culture (PAC): The new requirement for your advertising knowledge

Define who you want to reach, use platform knowledge and cultural insights to make strategic content, and leverage insights from data and comments to decide what ads to run, and what to build on further with higher-production pieces of content.

Videos people want to watch: Modern commercials

Post-creative strategy (PCS): Listening to actual consumers and gathering insights