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COMMS
PLANNING
The world of media is being disrupted by powerful forces. Channels have multiplied. Time spent on social media and online video has exploded. Media consumption continues to fragment, and audiences are everywhere. But great communications planning can bring everything together.
It ensures the right brief is written, that media and creative are aligned around a real understanding of consumer behaviour, having absolute certainty around how a brand behaves, and an intrinsic knowledge of media channels: what they do, how they work and the role they play in consumers lives.
We believe a great communications plan leads to brilliant creative work and outstanding results.
What we do
We deliver a relentless focus on communication planning by experienced strategists
We work collaboratively, plugging into any organization that needs a strategic boost whether that’s as part of an integrated agency team or directly into a client team.
We are thorough, asking the tricky questions, thinking about the entire communications piece (not just the media bit).
We make sure the right brief is written, that all the channels are aligned around a real understanding of consumer behavior, with absolute certainty around how a brand needs to behave, alongside a deep knowledge of communication channels: what they do, how they work and the role they play in consumers lives.
We are creative, we think about what’s possible and then look further.
We believe the role for communications is to get you ‘noticed’, not to ‘reach’ people
We are experienced, there’s not much we haven’t seen and done, from launching new brands to rescuing old one, testing new routes to market and re-energising existing ones. And that means that we’re very honest and about what we think you should do to make a difference to your business.
We have a core Crafty team and a roster of freelancers to make sure we construct the right team around your problem – not the other way round.
We can support transparent media buying though our relationship with a range of independent media-buying agency. We will recommend the one that is right for you.
Our Work
Take a look at some of our favourite projects
Moss
Crafty Thread 🪡: Our strategy was grounded in a deep understanding of a new target audience which was carefully built and analysed using a blend of TGI, CACI and First Party data. Our analysis uncovered a huge opportunity in and around London, tapping into the commuter network.
Using a data-led multichannel approach, we made Moss unmissable to our London audience with our partners Project 5 - from data driven OOH site selection with Global, to data matching across ITV, and tactical YouTube with SeeViews. But to move beyond fame, and unpack the story behind the brand, we partnered with The Times and SL man on longer form, bespoke partnerships to highlight the expertise and attention to detail that goes into every product which Moss sell.
Using a data-led multichannel approach, we made Moss unmissable to our London audience with our partners Project 5 - from data driven OOH site selection with Global, to data matching across ITV, and tactical YouTube with SeeViews. But to move beyond fame, and unpack the story behind the brand, we partnered with The Times and SL man on longer form, bespoke partnerships to highlight the expertise and attention to detail that goes into every product which Moss sell.
The BodyShop
Crafty thread 🪡: We surveyed 2,000 different women across the UK on what advice they would give their younger selves to be more resilient, uncovering heartfelt pieces of advice. Along with our production partners; Gimme Sugar, we turned these real life pieces of advice into an original earworm soundtrack voiced by the iconic Melanie C.
We used this soundtrack and our contributors stories as the basis of our campaign across TikTok, radio, Spotify, Stylist and influencers!
#TheresRadianceInResilience
We used this soundtrack and our contributors stories as the basis of our campaign across TikTok, radio, Spotify, Stylist and influencers!
#TheresRadianceInResilience
Blacklane
Crafty thread 🪡: To reposition Blacklane from airport transfer to luxury lifestyle essential, we used London’s iconic summer season as our way in; Royal Ascot, Henley, Wimbledon and the British GP are moments where arriving in style matters.
But rather than trying to outspend the category, we embedded the brand directly into the cultural calendar our audience already values. Across print, digital, video, radio and social, we went deep into a trusted environment that our audience actively engaged with - The Times - and weaved Blacklane seamlessly into that world.
But rather than trying to outspend the category, we embedded the brand directly into the cultural calendar our audience already values. Across print, digital, video, radio and social, we went deep into a trusted environment that our audience actively engaged with - The Times - and weaved Blacklane seamlessly into that world.
Moss
Crafty Thread 🪡: Our strategy was grounded in a deep understanding of a new target audience which was carefully built and analysed using a blend of TGI, CACI and First Party data. Our analysis uncovered a huge opportunity in and around London, tapping into the commuter network.
Using a data-led multichannel approach, we made Moss unmissable to our London audience with our partners Project 5 - from data driven OOH site selection with Global, to data matching across ITV, and tactical YouTube with SeeViews. But to move beyond fame, and unpack the story behind the brand, we partnered with The Times and SL man on longer form, bespoke partnerships to highlight the expertise and attention to detail that goes into every product which Moss sell.
Using a data-led multichannel approach, we made Moss unmissable to our London audience with our partners Project 5 - from data driven OOH site selection with Global, to data matching across ITV, and tactical YouTube with SeeViews. But to move beyond fame, and unpack the story behind the brand, we partnered with The Times and SL man on longer form, bespoke partnerships to highlight the expertise and attention to detail that goes into every product which Moss sell.
The BodyShop
Crafty thread 🪡: We surveyed 2,000 different women across the UK on what advice they would give their younger selves to be more resilient, uncovering heartfelt pieces of advice. Along with our production partners; Gimme Sugar, we turned these real life pieces of advice into an original earworm soundtrack voiced by the iconic Melanie C.
We used this soundtrack and our contributors stories as the basis of our campaign across TikTok, radio, Spotify, Stylist and influencers!
#TheresRadianceInResilience
We used this soundtrack and our contributors stories as the basis of our campaign across TikTok, radio, Spotify, Stylist and influencers!
#TheresRadianceInResilience
Blacklane
Crafty thread 🪡: To reposition Blacklane from airport transfer to luxury lifestyle essential, we used London’s iconic summer season as our way in; Royal Ascot, Henley, Wimbledon and the British GP are moments where arriving in style matters.
But rather than trying to outspend the category, we embedded the brand directly into the cultural calendar our audience already values. Across print, digital, video, radio and social, we went deep into a trusted environment that our audience actively engaged with - The Times - and weaved Blacklane seamlessly into that world.
But rather than trying to outspend the category, we embedded the brand directly into the cultural calendar our audience already values. Across print, digital, video, radio and social, we went deep into a trusted environment that our audience actively engaged with - The Times - and weaved Blacklane seamlessly into that world.
Moss
Crafty Thread 🪡: Our strategy was grounded in a deep understanding of a new target audience which was carefully built and analysed using a blend of TGI, CACI and First Party data. Our analysis uncovered a huge opportunity in and around London, tapping into the commuter network.
Using a data-led multichannel approach, we made Moss unmissable to our London audience with our partners Project 5 - from data driven OOH site selection with Global, to data matching across ITV, and tactical YouTube with SeeViews. But to move beyond fame, and unpack the story behind the brand, we partnered with The Times and SL man on longer form, bespoke partnerships to highlight the expertise and attention to detail that goes into every product which Moss sell.
Using a data-led multichannel approach, we made Moss unmissable to our London audience with our partners Project 5 - from data driven OOH site selection with Global, to data matching across ITV, and tactical YouTube with SeeViews. But to move beyond fame, and unpack the story behind the brand, we partnered with The Times and SL man on longer form, bespoke partnerships to highlight the expertise and attention to detail that goes into every product which Moss sell.
The BodyShop
Crafty thread 🪡: We surveyed 2,000 different women across the UK on what advice they would give their younger selves to be more resilient, uncovering heartfelt pieces of advice. Along with our production partners; Gimme Sugar, we turned these real life pieces of advice into an original earworm soundtrack voiced by the iconic Melanie C.
We used this soundtrack and our contributors stories as the basis of our campaign across TikTok, radio, Spotify, Stylist and influencers!
#TheresRadianceInResilience
We used this soundtrack and our contributors stories as the basis of our campaign across TikTok, radio, Spotify, Stylist and influencers!
#TheresRadianceInResilience
Blacklane
Crafty thread 🪡: To reposition Blacklane from airport transfer to luxury lifestyle essential, we used London’s iconic summer season as our way in; Royal Ascot, Henley, Wimbledon and the British GP are moments where arriving in style matters.
But rather than trying to outspend the category, we embedded the brand directly into the cultural calendar our audience already values. Across print, digital, video, radio and social, we went deep into a trusted environment that our audience actively engaged with - The Times - and weaved Blacklane seamlessly into that world.
But rather than trying to outspend the category, we embedded the brand directly into the cultural calendar our audience already values. Across print, digital, video, radio and social, we went deep into a trusted environment that our audience actively engaged with - The Times - and weaved Blacklane seamlessly into that world.
Moss
Crafty Thread 🪡: Our strategy was grounded in a deep understanding of a new target audience which was carefully built and analysed using a blend of TGI, CACI and First Party data. Our analysis uncovered a huge opportunity in and around London, tapping into the commuter network.
Using a data-led multichannel approach, we made Moss unmissable to our London audience with our partners Project 5 - from data driven OOH site selection with Global, to data matching across ITV, and tactical YouTube with SeeViews. But to move beyond fame, and unpack the story behind the brand, we partnered with The Times and SL man on longer form, bespoke partnerships to highlight the expertise and attention to detail that goes into every product which Moss sell.
Using a data-led multichannel approach, we made Moss unmissable to our London audience with our partners Project 5 - from data driven OOH site selection with Global, to data matching across ITV, and tactical YouTube with SeeViews. But to move beyond fame, and unpack the story behind the brand, we partnered with The Times and SL man on longer form, bespoke partnerships to highlight the expertise and attention to detail that goes into every product which Moss sell.
The BodyShop
Crafty thread 🪡: We surveyed 2,000 different women across the UK on what advice they would give their younger selves to be more resilient, uncovering heartfelt pieces of advice. Along with our production partners; Gimme Sugar, we turned these real life pieces of advice into an original earworm soundtrack voiced by the iconic Melanie C.
We used this soundtrack and our contributors stories as the basis of our campaign across TikTok, radio, Spotify, Stylist and influencers!
#TheresRadianceInResilience
We used this soundtrack and our contributors stories as the basis of our campaign across TikTok, radio, Spotify, Stylist and influencers!
#TheresRadianceInResilience
Blacklane
Crafty thread 🪡: To reposition Blacklane from airport transfer to luxury lifestyle essential, we used London’s iconic summer season as our way in; Royal Ascot, Henley, Wimbledon and the British GP are moments where arriving in style matters.
But rather than trying to outspend the category, we embedded the brand directly into the cultural calendar our audience already values. Across print, digital, video, radio and social, we went deep into a trusted environment that our audience actively engaged with - The Times - and weaved Blacklane seamlessly into that world.
But rather than trying to outspend the category, we embedded the brand directly into the cultural calendar our audience already values. Across print, digital, video, radio and social, we went deep into a trusted environment that our audience actively engaged with - The Times - and weaved Blacklane seamlessly into that world.
Moss
Crafty Thread 🪡: Our strategy was grounded in a deep understanding of a new target audience which was carefully built and analysed using a blend of TGI, CACI and First Party data. Our analysis uncovered a huge opportunity in and around London, tapping into the commuter network.
Using a data-led multichannel approach, we made Moss unmissable to our London audience with our partners Project 5 - from data driven OOH site selection with Global, to data matching across ITV, and tactical YouTube with SeeViews. But to move beyond fame, and unpack the story behind the brand, we partnered with The Times and SL man on longer form, bespoke partnerships to highlight the expertise and attention to detail that goes into every product which Moss sell.
Using a data-led multichannel approach, we made Moss unmissable to our London audience with our partners Project 5 - from data driven OOH site selection with Global, to data matching across ITV, and tactical YouTube with SeeViews. But to move beyond fame, and unpack the story behind the brand, we partnered with The Times and SL man on longer form, bespoke partnerships to highlight the expertise and attention to detail that goes into every product which Moss sell.
The BodyShop
Crafty thread 🪡: We surveyed 2,000 different women across the UK on what advice they would give their younger selves to be more resilient, uncovering heartfelt pieces of advice. Along with our production partners; Gimme Sugar, we turned these real life pieces of advice into an original earworm soundtrack voiced by the iconic Melanie C.
We used this soundtrack and our contributors stories as the basis of our campaign across TikTok, radio, Spotify, Stylist and influencers!
#TheresRadianceInResilience
We used this soundtrack and our contributors stories as the basis of our campaign across TikTok, radio, Spotify, Stylist and influencers!
#TheresRadianceInResilience
Blacklane
Crafty thread 🪡: To reposition Blacklane from airport transfer to luxury lifestyle essential, we used London’s iconic summer season as our way in; Royal Ascot, Henley, Wimbledon and the British GP are moments where arriving in style matters.
But rather than trying to outspend the category, we embedded the brand directly into the cultural calendar our audience already values. Across print, digital, video, radio and social, we went deep into a trusted environment that our audience actively engaged with - The Times - and weaved Blacklane seamlessly into that world.
But rather than trying to outspend the category, we embedded the brand directly into the cultural calendar our audience already values. Across print, digital, video, radio and social, we went deep into a trusted environment that our audience actively engaged with - The Times - and weaved Blacklane seamlessly into that world.
Moss
Crafty Thread 🪡: Our strategy was grounded in a deep understanding of a new target audience which was carefully built and analysed using a blend of TGI, CACI and First Party data. Our analysis uncovered a huge opportunity in and around London, tapping into the commuter network.
Using a data-led multichannel approach, we made Moss unmissable to our London audience with our partners Project 5 - from data driven OOH site selection with Global, to data matching across ITV, and tactical YouTube with SeeViews. But to move beyond fame, and unpack the story behind the brand, we partnered with The Times and SL man on longer form, bespoke partnerships to highlight the expertise and attention to detail that goes into every product which Moss sell.
Using a data-led multichannel approach, we made Moss unmissable to our London audience with our partners Project 5 - from data driven OOH site selection with Global, to data matching across ITV, and tactical YouTube with SeeViews. But to move beyond fame, and unpack the story behind the brand, we partnered with The Times and SL man on longer form, bespoke partnerships to highlight the expertise and attention to detail that goes into every product which Moss sell.
The BodyShop
Crafty thread 🪡: We surveyed 2,000 different women across the UK on what advice they would give their younger selves to be more resilient, uncovering heartfelt pieces of advice. Along with our production partners; Gimme Sugar, we turned these real life pieces of advice into an original earworm soundtrack voiced by the iconic Melanie C.
We used this soundtrack and our contributors stories as the basis of our campaign across TikTok, radio, Spotify, Stylist and influencers!
#TheresRadianceInResilience
We used this soundtrack and our contributors stories as the basis of our campaign across TikTok, radio, Spotify, Stylist and influencers!
#TheresRadianceInResilience
Blacklane
Crafty thread 🪡: To reposition Blacklane from airport transfer to luxury lifestyle essential, we used London’s iconic summer season as our way in; Royal Ascot, Henley, Wimbledon and the British GP are moments where arriving in style matters.
But rather than trying to outspend the category, we embedded the brand directly into the cultural calendar our audience already values. Across print, digital, video, radio and social, we went deep into a trusted environment that our audience actively engaged with - The Times - and weaved Blacklane seamlessly into that world.
But rather than trying to outspend the category, we embedded the brand directly into the cultural calendar our audience already values. Across print, digital, video, radio and social, we went deep into a trusted environment that our audience actively engaged with - The Times - and weaved Blacklane seamlessly into that world.
Moss
Crafty Thread 🪡: Our strategy was grounded in a deep understanding of a new target audience which was carefully built and analysed using a blend of TGI, CACI and First Party data. Our analysis uncovered a huge opportunity in and around London, tapping into the commuter network.
Using a data-led multichannel approach, we made Moss unmissable to our London audience with our partners Project 5 - from data driven OOH site selection with Global, to data matching across ITV, and tactical YouTube with SeeViews. But to move beyond fame, and unpack the story behind the brand, we partnered with The Times and SL man on longer form, bespoke partnerships to highlight the expertise and attention to detail that goes into every product which Moss sell.
Using a data-led multichannel approach, we made Moss unmissable to our London audience with our partners Project 5 - from data driven OOH site selection with Global, to data matching across ITV, and tactical YouTube with SeeViews. But to move beyond fame, and unpack the story behind the brand, we partnered with The Times and SL man on longer form, bespoke partnerships to highlight the expertise and attention to detail that goes into every product which Moss sell.
The BodyShop
Crafty thread 🪡: We surveyed 2,000 different women across the UK on what advice they would give their younger selves to be more resilient, uncovering heartfelt pieces of advice. Along with our production partners; Gimme Sugar, we turned these real life pieces of advice into an original earworm soundtrack voiced by the iconic Melanie C.
We used this soundtrack and our contributors stories as the basis of our campaign across TikTok, radio, Spotify, Stylist and influencers!
#TheresRadianceInResilience
We used this soundtrack and our contributors stories as the basis of our campaign across TikTok, radio, Spotify, Stylist and influencers!
#TheresRadianceInResilience
Blacklane
Crafty thread 🪡: To reposition Blacklane from airport transfer to luxury lifestyle essential, we used London’s iconic summer season as our way in; Royal Ascot, Henley, Wimbledon and the British GP are moments where arriving in style matters.
But rather than trying to outspend the category, we embedded the brand directly into the cultural calendar our audience already values. Across print, digital, video, radio and social, we went deep into a trusted environment that our audience actively engaged with - The Times - and weaved Blacklane seamlessly into that world.
But rather than trying to outspend the category, we embedded the brand directly into the cultural calendar our audience already values. Across print, digital, video, radio and social, we went deep into a trusted environment that our audience actively engaged with - The Times - and weaved Blacklane seamlessly into that world.
Moss
Crafty Thread 🪡: Our strategy was grounded in a deep understanding of a new target audience which was carefully built and analysed using a blend of TGI, CACI and First Party data. Our analysis uncovered a huge opportunity in and around London, tapping into the commuter network.
Using a data-led multichannel approach, we made Moss unmissable to our London audience with our partners Project 5 - from data driven OOH site selection with Global, to data matching across ITV, and tactical YouTube with SeeViews. But to move beyond fame, and unpack the story behind the brand, we partnered with The Times and SL man on longer form, bespoke partnerships to highlight the expertise and attention to detail that goes into every product which Moss sell.
Using a data-led multichannel approach, we made Moss unmissable to our London audience with our partners Project 5 - from data driven OOH site selection with Global, to data matching across ITV, and tactical YouTube with SeeViews. But to move beyond fame, and unpack the story behind the brand, we partnered with The Times and SL man on longer form, bespoke partnerships to highlight the expertise and attention to detail that goes into every product which Moss sell.
The BodyShop
Crafty thread 🪡: We surveyed 2,000 different women across the UK on what advice they would give their younger selves to be more resilient, uncovering heartfelt pieces of advice. Along with our production partners; Gimme Sugar, we turned these real life pieces of advice into an original earworm soundtrack voiced by the iconic Melanie C.
We used this soundtrack and our contributors stories as the basis of our campaign across TikTok, radio, Spotify, Stylist and influencers!
#TheresRadianceInResilience
We used this soundtrack and our contributors stories as the basis of our campaign across TikTok, radio, Spotify, Stylist and influencers!
#TheresRadianceInResilience
Blacklane
Crafty thread 🪡: To reposition Blacklane from airport transfer to luxury lifestyle essential, we used London’s iconic summer season as our way in; Royal Ascot, Henley, Wimbledon and the British GP are moments where arriving in style matters.
But rather than trying to outspend the category, we embedded the brand directly into the cultural calendar our audience already values. Across print, digital, video, radio and social, we went deep into a trusted environment that our audience actively engaged with - The Times - and weaved Blacklane seamlessly into that world.
But rather than trying to outspend the category, we embedded the brand directly into the cultural calendar our audience already values. Across print, digital, video, radio and social, we went deep into a trusted environment that our audience actively engaged with - The Times - and weaved Blacklane seamlessly into that world.
Moss
Crafty Thread 🪡: Our strategy was grounded in a deep understanding of a new target audience which was carefully built and analysed using a blend of TGI, CACI and First Party data. Our analysis uncovered a huge opportunity in and around London, tapping into the commuter network.
Using a data-led multichannel approach, we made Moss unmissable to our London audience with our partners Project 5 - from data driven OOH site selection with Global, to data matching across ITV, and tactical YouTube with SeeViews. But to move beyond fame, and unpack the story behind the brand, we partnered with The Times and SL man on longer form, bespoke partnerships to highlight the expertise and attention to detail that goes into every product which Moss sell.
Using a data-led multichannel approach, we made Moss unmissable to our London audience with our partners Project 5 - from data driven OOH site selection with Global, to data matching across ITV, and tactical YouTube with SeeViews. But to move beyond fame, and unpack the story behind the brand, we partnered with The Times and SL man on longer form, bespoke partnerships to highlight the expertise and attention to detail that goes into every product which Moss sell.
The BodyShop
Crafty thread 🪡: We surveyed 2,000 different women across the UK on what advice they would give their younger selves to be more resilient, uncovering heartfelt pieces of advice. Along with our production partners; Gimme Sugar, we turned these real life pieces of advice into an original earworm soundtrack voiced by the iconic Melanie C.
We used this soundtrack and our contributors stories as the basis of our campaign across TikTok, radio, Spotify, Stylist and influencers!
#TheresRadianceInResilience
We used this soundtrack and our contributors stories as the basis of our campaign across TikTok, radio, Spotify, Stylist and influencers!
#TheresRadianceInResilience
Blacklane
Crafty thread 🪡: To reposition Blacklane from airport transfer to luxury lifestyle essential, we used London’s iconic summer season as our way in; Royal Ascot, Henley, Wimbledon and the British GP are moments where arriving in style matters.
But rather than trying to outspend the category, we embedded the brand directly into the cultural calendar our audience already values. Across print, digital, video, radio and social, we went deep into a trusted environment that our audience actively engaged with - The Times - and weaved Blacklane seamlessly into that world.
But rather than trying to outspend the category, we embedded the brand directly into the cultural calendar our audience already values. Across print, digital, video, radio and social, we went deep into a trusted environment that our audience actively engaged with - The Times - and weaved Blacklane seamlessly into that world.
Moss
Crafty Thread 🪡: Our strategy was grounded in a deep understanding of a new target audience which was carefully built and analysed using a blend of TGI, CACI and First Party data. Our analysis uncovered a huge opportunity in and around London, tapping into the commuter network.
Using a data-led multichannel approach, we made Moss unmissable to our London audience with our partners Project 5 - from data driven OOH site selection with Global, to data matching across ITV, and tactical YouTube with SeeViews. But to move beyond fame, and unpack the story behind the brand, we partnered with The Times and SL man on longer form, bespoke partnerships to highlight the expertise and attention to detail that goes into every product which Moss sell.
Using a data-led multichannel approach, we made Moss unmissable to our London audience with our partners Project 5 - from data driven OOH site selection with Global, to data matching across ITV, and tactical YouTube with SeeViews. But to move beyond fame, and unpack the story behind the brand, we partnered with The Times and SL man on longer form, bespoke partnerships to highlight the expertise and attention to detail that goes into every product which Moss sell.
The BodyShop
Crafty thread 🪡: We surveyed 2,000 different women across the UK on what advice they would give their younger selves to be more resilient, uncovering heartfelt pieces of advice. Along with our production partners; Gimme Sugar, we turned these real life pieces of advice into an original earworm soundtrack voiced by the iconic Melanie C.
We used this soundtrack and our contributors stories as the basis of our campaign across TikTok, radio, Spotify, Stylist and influencers!
#TheresRadianceInResilience
We used this soundtrack and our contributors stories as the basis of our campaign across TikTok, radio, Spotify, Stylist and influencers!
#TheresRadianceInResilience
Blacklane
Crafty thread 🪡: To reposition Blacklane from airport transfer to luxury lifestyle essential, we used London’s iconic summer season as our way in; Royal Ascot, Henley, Wimbledon and the British GP are moments where arriving in style matters.
But rather than trying to outspend the category, we embedded the brand directly into the cultural calendar our audience already values. Across print, digital, video, radio and social, we went deep into a trusted environment that our audience actively engaged with - The Times - and weaved Blacklane seamlessly into that world.
But rather than trying to outspend the category, we embedded the brand directly into the cultural calendar our audience already values. Across print, digital, video, radio and social, we went deep into a trusted environment that our audience actively engaged with - The Times - and weaved Blacklane seamlessly into that world.
"Truly
refreshing.”
Craft are a tremendously talented bunch, full of strategic insight and industry knowledge.
Their approach to communications planning delivers nuanced and insightful strategies needed to help brands make a powerful mark in the world
The team's thought leadership and personal passion is unmatched, providing a level of service this industry has not seen in decades. Truly refreshing.
Jessica Lauria,
Head of Brand Marketing, GoPuff
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