How we work
Craft & Consult combines experienced judgement with practical delivery. The process is designed to understand what matters, make clear decisions and put the right actions into practice.
Start with the business
Effective digital marketing starts with the business, the objective and the customer. The data, current performance and opportunity help determine what deserves attention. Platform choices follow that understanding.
Craft / Consult / Convert is our framework for moving from understanding to decisions to action. Consultancy and Activation are the two ways clients engage us. The framework shapes the work within those engagements.
01 / METHODOLOGY
We review the business objectives, commercial context, data and existing activity. Customer behaviour, channel performance and the opportunity show where attention is needed.
Measurement, agency arrangements and internal capability help diagnose what matters. Competitive context and growth opportunities inform the direction before decisions are agreed.
Outcome
A clearer view of what matters and where the opportunity lies.
The depth of review follows the question you need answered.
02 / METHODOLOGY
We challenge assumptions, prioritise opportunities and provide experienced independent advice. Recommendations follow what is right for the business, with clear reasoning your team can question and use.
Together, we agree the plan, channel roles, investment priorities, measurement approach and next steps. This may include agency recommendations, testing priorities and an implementation roadmap.
Outcome
Clear decisions and a practical plan.
You can take the recommendations into your team, give them to an existing agency or use them to brief another supplier.
03 / METHODOLOGY
Optional delivery
We implement the agreed plan through campaign activation, paid media management, improved tracking, landing pages and testing, where that support is needed.
We allocate budget, optimise performance and use reporting and reviews to test, measure and improve. The aim is to turn marketing activity into measurable commercial outcomes.
Outcome
Implementation, learning and measurable commercial improvement.
Convert is optional. Advice can stop after the recommendations. If you want Craft & Consult to implement the work, Ian can continue directly into delivery.
How the framework fits
The service describes the support you need. Craft, Consult and Convert describe how we approach the work. They are not three services.
Consultancy
Often uses
Understand the situation, challenge the options and decide what to do next. Implementation is not a requirement.
Activation
Primarily uses
Put agreed priorities into practice. A short review establishes the context before delivery begins.
When you use both
Using Consultancy and Activation together can take the work through all three stages. This combines the two services; it does not create a third service or a mandatory package.
You do not have to buy a complete process. We agree what needs to happen and use the parts of the framework that help.
Mainly Craft and Consult: assess the account, identify the issues and recommend actions.
Ongoing Craft and Consult: review changing priorities and provide regular input on decisions.
Can start directly with Convert after a short review of the setup, goals and data.
May move through all three stages, with learning from delivery informing the next decisions.
Thinking stays connected to the work
You work directly with Ian. The person assessing the situation remains close to the decisions and, where you want delivery support, the implementation.
Fewer handovers preserve the context behind the recommendations. Questions can be resolved with the person who knows why a decision was made, and learning from delivery can feed back into the plan.
Craft & Consult can work with your internal marketing team, alongside another agency or as an independent adviser. We can also act as your Activation partner or provide temporary experienced digital support.
We agree responsibilities, access and communication around your existing setup. The aim is to give your team the support it needs and keep the work moving.
Start with a conversation about the current challenge. We can work out whether the right next step is Consultancy, Activation, or a combination of the two.
