RAPP’s strategy shift: From one big idea to a million little ones

August 18, 2025

The days of a linear “briefing” process—where the client shares a business challenge and the creative team is expected to solve it with one big idea—are fading. Today’s marketing landscape is far more complex, with audiences fragmented across platforms, channels in constant flux, and data driving nearly every decision. The classic “one and done” approach simply isn’t effective anymore. 

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