The power of a proposition

Every great campaign starts with one question: What’s our proposition?

It might feel like a small step, but it’s the foundation that makes behaviour change possible. A strong proposition helps us:

• Stand out with clear differentiation

• Set the right emotional tone

• Stay consistent across every message

• Align teams around one single idea

So how do we get there? We start broad - researching consumer needs or relevant cultural context, for example, before distilling it all into one short, simple and memorable statement.

And when it comes to writing, there are a few golden rules:

• Begin with long-form thinking

• Cut it back - the shorter the better

• Keep it simple and jargon-free

• Use emotive, descriptive words that connect

Because at its best, a proposition isn’t just a line on a slide - it’s the spark that makes campaigns resonate, and behaviour change last.

Why do we need a proposition?

It might sound like a marketing buzzword, but the proposition is one of the most powerful tools we have when it comes to kicking off campaigns.

Over the past 25 years, we’ve seen how a strong proposition can:

• Differentiate - highlight what makes a campaign or service truly unique

• Bring clarity - distil messaging into one single-minded point

• Build emotion - set the tone and spark connection

• Drive consistency - keep all content reinforcing the same message

• Create alignment - make sure every team is moving in the same direction

We’re passionate about getting propositions right because they make everything else stronger, from strategy and creative to delivery and impact.