Clues — Meaning Powers Movement
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Comms

Get / Who / To / By

The one-line essence of a creative brief.

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Visualization
POSITIONING
Get
who
Who
what problem they face
To
desired response
By
main proposition
What it is

BBDO method: distill the brief into one Get-Who-To-By sentence that holds the execution on course.

When to use it

Writing the creative brief or pressure-testing an idea.

How to apply

If it can't be written on one line, the brief isn't done yet.

Source: BBDO

Related frameworks

Comms
Big IdeaValue propositionBenefits (3)Reasons to believe (3)

Brand Messaging Framework

How to communicate brand value simply and clearly.

Comms
Context
Contact
Content

3C of Comms Planning

Right message, right place, right time.

Comms
1
Plan
2
Implement
3
Execute
4
Evaluate

Communication Cycle

Planning isn't a document — it's a loop.

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About:

Agencies execute. Consultants advise. And then everyone wonders why the two never add up.

Clues does both. We look for the clues that point to the right path, and then we walk it with you all the way. Because strategy without execution is just a well-paid hypothesis.

We put this library together because we see structured thinking as the foundation of success. Whether you're working on your next campaign or building a brand-new brand.

Share it, use it, build on it. The Clues team.