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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
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
Selfridges
Crafty thread 🪡: We used an amalgamation of TGI, ONS and travel data to identify audience travel hubs to show up in, in order to drive footfall to Selfridges stores through the power of frequency. Within these hotspots, we deployed OOH, geo targeted social & digital as well as brand to hand ambassadors handing out the Yellow Pages zine. The result? A truly unmissable Selfridges experience for our target audience, and a lovely magazine to read on the homeward commute!
BrewDog
Crafty thread 🪡: We’d heard Peter Crouch talk about mixing lager and stout (Laout) together many times on his BBC podcast. It had a cult following, epitomised by hundreds of images of badly mixed pints online. When Crouchy moved to Acast, we saw this as our opportunity to act to help make Laout a reality and to have fun whilst we were doing it.
Living across the entire series of the podcast meant we could go on a journey to give the show hosts and more importantly the fans, a chance to join in with every stage of creating and marketing a real product, rewarding and engaging with those who joined in and ultimately creating a beer who first batch sold out in less than 2 hours.
We really did make Laout a reality.
Living across the entire series of the podcast meant we could go on a journey to give the show hosts and more importantly the fans, a chance to join in with every stage of creating and marketing a real product, rewarding and engaging with those who joined in and ultimately creating a beer who first batch sold out in less than 2 hours.
We really did make Laout a reality.
Glaze
Crafty thread: 🪡 To give Glaze a lavish launch, we honed in on premium and high attention sites in Manchester; an area we knew Glaze's proposition would land best. Manchester was chosen due to not just strong audience presence in this region, but also because there's a rich variety of high impact sites which could help drive notice of the campaign itself. We prioritised bigger and better sites to demand our audiences attention, whilst embodying the behaviour of a brand which they can trust and build familiarity with.
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
Selfridges
Crafty thread 🪡: We used an amalgamation of TGI, ONS and travel data to identify audience travel hubs to show up in, in order to drive footfall to Selfridges stores through the power of frequency. Within these hotspots, we deployed OOH, geo targeted social & digital as well as brand to hand ambassadors handing out the Yellow Pages zine. The result? A truly unmissable Selfridges experience for our target audience, and a lovely magazine to read on the homeward commute!
BrewDog
Crafty thread 🪡: We’d heard Peter Crouch talk about mixing lager and stout (Laout) together many times on his BBC podcast. It had a cult following, epitomised by hundreds of images of badly mixed pints online. When Crouchy moved to Acast, we saw this as our opportunity to act to help make Laout a reality and to have fun whilst we were doing it.
Living across the entire series of the podcast meant we could go on a journey to give the show hosts and more importantly the fans, a chance to join in with every stage of creating and marketing a real product, rewarding and engaging with those who joined in and ultimately creating a beer who first batch sold out in less than 2 hours.
We really did make Laout a reality.
Living across the entire series of the podcast meant we could go on a journey to give the show hosts and more importantly the fans, a chance to join in with every stage of creating and marketing a real product, rewarding and engaging with those who joined in and ultimately creating a beer who first batch sold out in less than 2 hours.
We really did make Laout a reality.
Glaze
Crafty thread: 🪡 To give Glaze a lavish launch, we honed in on premium and high attention sites in Manchester; an area we knew Glaze's proposition would land best. Manchester was chosen due to not just strong audience presence in this region, but also because there's a rich variety of high impact sites which could help drive notice of the campaign itself. We prioritised bigger and better sites to demand our audiences attention, whilst embodying the behaviour of a brand which they can trust and build familiarity with.
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
Selfridges
Crafty thread 🪡: We used an amalgamation of TGI, ONS and travel data to identify audience travel hubs to show up in, in order to drive footfall to Selfridges stores through the power of frequency. Within these hotspots, we deployed OOH, geo targeted social & digital as well as brand to hand ambassadors handing out the Yellow Pages zine. The result? A truly unmissable Selfridges experience for our target audience, and a lovely magazine to read on the homeward commute!
BrewDog
Crafty thread 🪡: We’d heard Peter Crouch talk about mixing lager and stout (Laout) together many times on his BBC podcast. It had a cult following, epitomised by hundreds of images of badly mixed pints online. When Crouchy moved to Acast, we saw this as our opportunity to act to help make Laout a reality and to have fun whilst we were doing it.
Living across the entire series of the podcast meant we could go on a journey to give the show hosts and more importantly the fans, a chance to join in with every stage of creating and marketing a real product, rewarding and engaging with those who joined in and ultimately creating a beer who first batch sold out in less than 2 hours.
We really did make Laout a reality.
Living across the entire series of the podcast meant we could go on a journey to give the show hosts and more importantly the fans, a chance to join in with every stage of creating and marketing a real product, rewarding and engaging with those who joined in and ultimately creating a beer who first batch sold out in less than 2 hours.
We really did make Laout a reality.
Glaze
Crafty thread: 🪡 To give Glaze a lavish launch, we honed in on premium and high attention sites in Manchester; an area we knew Glaze's proposition would land best. Manchester was chosen due to not just strong audience presence in this region, but also because there's a rich variety of high impact sites which could help drive notice of the campaign itself. We prioritised bigger and better sites to demand our audiences attention, whilst embodying the behaviour of a brand which they can trust and build familiarity with.
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
Selfridges
Crafty thread 🪡: We used an amalgamation of TGI, ONS and travel data to identify audience travel hubs to show up in, in order to drive footfall to Selfridges stores through the power of frequency. Within these hotspots, we deployed OOH, geo targeted social & digital as well as brand to hand ambassadors handing out the Yellow Pages zine. The result? A truly unmissable Selfridges experience for our target audience, and a lovely magazine to read on the homeward commute!
BrewDog
Crafty thread 🪡: We’d heard Peter Crouch talk about mixing lager and stout (Laout) together many times on his BBC podcast. It had a cult following, epitomised by hundreds of images of badly mixed pints online. When Crouchy moved to Acast, we saw this as our opportunity to act to help make Laout a reality and to have fun whilst we were doing it.
Living across the entire series of the podcast meant we could go on a journey to give the show hosts and more importantly the fans, a chance to join in with every stage of creating and marketing a real product, rewarding and engaging with those who joined in and ultimately creating a beer who first batch sold out in less than 2 hours.
We really did make Laout a reality.
Living across the entire series of the podcast meant we could go on a journey to give the show hosts and more importantly the fans, a chance to join in with every stage of creating and marketing a real product, rewarding and engaging with those who joined in and ultimately creating a beer who first batch sold out in less than 2 hours.
We really did make Laout a reality.
Glaze
Crafty thread: 🪡 To give Glaze a lavish launch, we honed in on premium and high attention sites in Manchester; an area we knew Glaze's proposition would land best. Manchester was chosen due to not just strong audience presence in this region, but also because there's a rich variety of high impact sites which could help drive notice of the campaign itself. We prioritised bigger and better sites to demand our audiences attention, whilst embodying the behaviour of a brand which they can trust and build familiarity with.
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
Selfridges
Crafty thread 🪡: We used an amalgamation of TGI, ONS and travel data to identify audience travel hubs to show up in, in order to drive footfall to Selfridges stores through the power of frequency. Within these hotspots, we deployed OOH, geo targeted social & digital as well as brand to hand ambassadors handing out the Yellow Pages zine. The result? A truly unmissable Selfridges experience for our target audience, and a lovely magazine to read on the homeward commute!
BrewDog
Crafty thread 🪡: We’d heard Peter Crouch talk about mixing lager and stout (Laout) together many times on his BBC podcast. It had a cult following, epitomised by hundreds of images of badly mixed pints online. When Crouchy moved to Acast, we saw this as our opportunity to act to help make Laout a reality and to have fun whilst we were doing it.
Living across the entire series of the podcast meant we could go on a journey to give the show hosts and more importantly the fans, a chance to join in with every stage of creating and marketing a real product, rewarding and engaging with those who joined in and ultimately creating a beer who first batch sold out in less than 2 hours.
We really did make Laout a reality.
Living across the entire series of the podcast meant we could go on a journey to give the show hosts and more importantly the fans, a chance to join in with every stage of creating and marketing a real product, rewarding and engaging with those who joined in and ultimately creating a beer who first batch sold out in less than 2 hours.
We really did make Laout a reality.
Glaze
Crafty thread: 🪡 To give Glaze a lavish launch, we honed in on premium and high attention sites in Manchester; an area we knew Glaze's proposition would land best. Manchester was chosen due to not just strong audience presence in this region, but also because there's a rich variety of high impact sites which could help drive notice of the campaign itself. We prioritised bigger and better sites to demand our audiences attention, whilst embodying the behaviour of a brand which they can trust and build familiarity with.
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
Selfridges
Crafty thread 🪡: We used an amalgamation of TGI, ONS and travel data to identify audience travel hubs to show up in, in order to drive footfall to Selfridges stores through the power of frequency. Within these hotspots, we deployed OOH, geo targeted social & digital as well as brand to hand ambassadors handing out the Yellow Pages zine. The result? A truly unmissable Selfridges experience for our target audience, and a lovely magazine to read on the homeward commute!
BrewDog
Crafty thread 🪡: We’d heard Peter Crouch talk about mixing lager and stout (Laout) together many times on his BBC podcast. It had a cult following, epitomised by hundreds of images of badly mixed pints online. When Crouchy moved to Acast, we saw this as our opportunity to act to help make Laout a reality and to have fun whilst we were doing it.
Living across the entire series of the podcast meant we could go on a journey to give the show hosts and more importantly the fans, a chance to join in with every stage of creating and marketing a real product, rewarding and engaging with those who joined in and ultimately creating a beer who first batch sold out in less than 2 hours.
We really did make Laout a reality.
Living across the entire series of the podcast meant we could go on a journey to give the show hosts and more importantly the fans, a chance to join in with every stage of creating and marketing a real product, rewarding and engaging with those who joined in and ultimately creating a beer who first batch sold out in less than 2 hours.
We really did make Laout a reality.
Glaze
Crafty thread: 🪡 To give Glaze a lavish launch, we honed in on premium and high attention sites in Manchester; an area we knew Glaze's proposition would land best. Manchester was chosen due to not just strong audience presence in this region, but also because there's a rich variety of high impact sites which could help drive notice of the campaign itself. We prioritised bigger and better sites to demand our audiences attention, whilst embodying the behaviour of a brand which they can trust and build familiarity with.
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
Selfridges
Crafty thread 🪡: We used an amalgamation of TGI, ONS and travel data to identify audience travel hubs to show up in, in order to drive footfall to Selfridges stores through the power of frequency. Within these hotspots, we deployed OOH, geo targeted social & digital as well as brand to hand ambassadors handing out the Yellow Pages zine. The result? A truly unmissable Selfridges experience for our target audience, and a lovely magazine to read on the homeward commute!
BrewDog
Crafty thread 🪡: We’d heard Peter Crouch talk about mixing lager and stout (Laout) together many times on his BBC podcast. It had a cult following, epitomised by hundreds of images of badly mixed pints online. When Crouchy moved to Acast, we saw this as our opportunity to act to help make Laout a reality and to have fun whilst we were doing it.
Living across the entire series of the podcast meant we could go on a journey to give the show hosts and more importantly the fans, a chance to join in with every stage of creating and marketing a real product, rewarding and engaging with those who joined in and ultimately creating a beer who first batch sold out in less than 2 hours.
We really did make Laout a reality.
Living across the entire series of the podcast meant we could go on a journey to give the show hosts and more importantly the fans, a chance to join in with every stage of creating and marketing a real product, rewarding and engaging with those who joined in and ultimately creating a beer who first batch sold out in less than 2 hours.
We really did make Laout a reality.
Glaze
Crafty thread: 🪡 To give Glaze a lavish launch, we honed in on premium and high attention sites in Manchester; an area we knew Glaze's proposition would land best. Manchester was chosen due to not just strong audience presence in this region, but also because there's a rich variety of high impact sites which could help drive notice of the campaign itself. We prioritised bigger and better sites to demand our audiences attention, whilst embodying the behaviour of a brand which they can trust and build familiarity with.
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
Selfridges
Crafty thread 🪡: We used an amalgamation of TGI, ONS and travel data to identify audience travel hubs to show up in, in order to drive footfall to Selfridges stores through the power of frequency. Within these hotspots, we deployed OOH, geo targeted social & digital as well as brand to hand ambassadors handing out the Yellow Pages zine. The result? A truly unmissable Selfridges experience for our target audience, and a lovely magazine to read on the homeward commute!
BrewDog
Crafty thread 🪡: We’d heard Peter Crouch talk about mixing lager and stout (Laout) together many times on his BBC podcast. It had a cult following, epitomised by hundreds of images of badly mixed pints online. When Crouchy moved to Acast, we saw this as our opportunity to act to help make Laout a reality and to have fun whilst we were doing it.
Living across the entire series of the podcast meant we could go on a journey to give the show hosts and more importantly the fans, a chance to join in with every stage of creating and marketing a real product, rewarding and engaging with those who joined in and ultimately creating a beer who first batch sold out in less than 2 hours.
We really did make Laout a reality.
Living across the entire series of the podcast meant we could go on a journey to give the show hosts and more importantly the fans, a chance to join in with every stage of creating and marketing a real product, rewarding and engaging with those who joined in and ultimately creating a beer who first batch sold out in less than 2 hours.
We really did make Laout a reality.
Glaze
Crafty thread: 🪡 To give Glaze a lavish launch, we honed in on premium and high attention sites in Manchester; an area we knew Glaze's proposition would land best. Manchester was chosen due to not just strong audience presence in this region, but also because there's a rich variety of high impact sites which could help drive notice of the campaign itself. We prioritised bigger and better sites to demand our audiences attention, whilst embodying the behaviour of a brand which they can trust and build familiarity with.
"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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