Walk A Messy RMN Brief Through Double Diamond
Use the Double Diamond to convert a vague retail media brief into a focused campaign plan.
Brief pressure Tessa has a pet-food brief with four goals, a promo window, and no clear primary KPI. The risk is solving the inventory request before defining the business job. Double Diamond Discover -> Define -> Develop -> Deliver Widen the problem space before narrowing. Then widen the solution space before choosing the plan. Shortcut Jump to media units The campaign plan becomes specific without becoming narrow too early. Do not converge on media tactics until the campaign job is defined. 01 Discover 02 Define 03 Develop Open the problem The brief says awareness, search, loyalty, and promo support.
Sign up free — one personalized lesson every day, matched to your role and goals.
Already have an account? Sign in