After decades leading campaigns for brands like Heineken, Arla and Weetabix, there’s one lesson I’ve seen prove itself again and again: Simple wins. Every time.

In marketing, it’s easy to equate complexity with intelligence. We’re surrounded by strategy decks, frameworks, and the pressure to be clever. So we layer on extra features, extra messages, extra channels – hoping to impress. But more often than not, “more” gets in the way. Because while you might live and breathe your brand, your audience doesn’t.

They’re busy. They’re distracted. And blunt truth they don’t care as much as you do.

A great product alone cannot guarantee attention. Growth comes from delivering the right message, in the right place, at the right moment. Three tools work together to achieve this outcome: a comms hierarchy, a focused comms plan and a balanced messaging strategy. And here’s a link to some of the templates we’ve used over the years to help get this right.