Brand participation: Tempt Engage Build

With the increasing fragmentation of media, brands need to be able to create integrated campaigns across media and time, to produce ideas through collaboration across disciplines so that the complete customer journey is joined up.

Brand participation: Tempt Engage Build

Mark Brown and Ollie WillisWeapon7 and 2CV

Mercedes-Benz and The Natural Confectionery Company are two brands to benefit from a three-stage approach to brand participation.

As media becomes increasingly fragmented, we need to move to a place where brands can create integrated campaigns across media and time. We need to create ideas through collaboration across disciplines so that the complete customer journey is joined up.

To help start this journey, at Weapon7, we have developed a model called: Tempt, Engage and Build. This is an open-source model to help all agencies involved understand the...

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