That’s usually where my thinking starts.

Before deciding what a campaign should say or where a brand should show up, I want to understand what would make someone notice it in the first place. What are they already doing? What matters to them in that moment? What could make their decision easier?

I’m interested in the reasoning behind those decisions. Sometimes marketing needs to earn attention, sometimes it needs to make a choice simpler, and sometimes it just needs to show up at the right time.

For me, the execution makes more sense once there’s a reason behind it.