The steps we follow

Our five-step approach helps clients develop a strategy beginning with desired audience behaviours and research phases, continuing through to content production and distribution phases.


It’s built upon decades of deep research in three areas: audience behaviour, the attention spectrum, and story structure.

Step 1: Behaviour

Determine desired behaviour goal – What impact?

Step 2: Audience Segments

Discover target audiences groups and habits to enable desired behavioural goal – Who will do it?

Step 3: Context

Research audience groups and define the context in which they engage with media – How and where our stories connect?

Step 4: Format

Format development process shaped around audience media engagement habits – What format will they respond to best?

Step 5: Story

Format and story production – What stories shall we tell?