Every Handbill campaign starts as a single sheet: twelve weeks across the top, one row per channel, and a bar for every week that channel runs. We call it the flight plan, and the client sees it before anything is bought.

Weeks 1 to 3: production

The shoot, the ads, the emails and anything printed. Nothing runs yet. If the product isn't on shelves by week 4, we move the whole plan instead of launching to empty shelves.

Weeks 4 to 6: the first flight

Everything starts at once, at a lower budget than planned, so we can see which channel moves sales before we commit the rest.

The Monday report

Every Monday the client gets one page: what ran, what it cost and what sold. If a channel isn't working by week 5, we say so and move the money. On the Northbank Cider launch, that meant cutting the bus shelters after two weeks.

Week 12: the review

We meet for an hour and decide what to keep, what to cut and what to run again next season. About half our clients run a second plan the same year.