Strategy | Communication | Creative
The 3-i Tool aims at having a process-oriented approach that integrates creative with strategy. It is a fundamental tool that aligns Information, Insight and Idea, exactly in that order, to maximize creative potential. More importantly, the tool helps minimize the risk of missing out on key insights, which could have a strong bearing on the creative expression.
Basis the available information and insights, explore ideas that are responsive to all available platforms and media vehicles.
WHAT: What is the challenge? What are the objectives?
WHY: Why are we doing this?
WHO: Who is the target of our communication?
WHERE: Where are they, offline and online?
INSIDE OUT: What is the challenge? What are the objectives?
OUTSIDE-IN: Why are we doing this?
MINING: Who is the target of our communication?