01Sprint
Campaign Intelligence Sprint
Before committing significant resources, understand the environment.
Output
Campaign Intelligence Brief + strategic options
{
What we work on
}
Four kinds of situation
{ The premise }
Don't start with the Message
DecisionEnvironmentMovement
Start with what needs to change.
A campaign is not a collection of communications. It is an intervention in a changing environment. Before deciding what to say, we define the decision, behaviour, perception or institutional response the work needs to affect — then read the environment around it: who has influence, which narratives compete, what could change, and what would make the current strategy obsolete. Only then do we decide where communication can create movement.
Built on the Decision Line — Romain Williams.
{
Selected work
}
WHAT DID THE WORK NEED TO MOVE?
{ The Artefact91 System }
From decision to movement
What needs to change?
Every engagement starts by defining the movement required: a decision, a behaviour, a perception, participation, an institutional response. Without it, communications activity becomes the objective instead of the instrument.
{
Ways in
}
NOT EVERY SITUATION REQUIRES A FULL CAMPAIGN
Run the gap check
02Stress test
Campaign Simulation
Stress-test the strategy before the environment does.
Output
Simulation, vulnerabilities, contingencies, revised campaign architecture
03Rehearsal
Crisis Futures Lab
Rehearse the difficult decisions before they become real.
Output
Scenarios, triggers, decision protocols, communications architecture
{ Artefact91 Situation Room }
Know what is happening. Know what might happen. Know what requires a decision.
For complex campaigns and high-pressure situations, we run an ongoing intelligence environment that brings signals, scenario indicators, stakeholder movement and decision implications into one shared operating picture.
● Environment / active · Demonstration scenario: municipal transit levyUpdated 2 min ago · not client data
Now
What is happening?
08:42 · MediaHigh
Opposition op-ed syndicated in three regional outlets
09:15 · PolicyHigh
Committee vote moved forward to Oct 14
10:03 · PublicWatch
Search interest up 38% week on week
11:20 · StakeholderWatch
Business association silent on proposal
Next
What could happen?
Cost frame overtakes benefit frame70%
Opposition coalition formalises55%
Vote delayed a second time35%
Likelihood over the next 30 days
So what?
What does it mean?
▲
Undecided councillors
6 → 4
▼
Business association
Neutral → leaning against
■
Residents' groups
Support holding
▼
Regional media
Coverage turning critical
The vote is winnable, but only if the cost question is answered before Oct 14.
Now what?
What requires attention?
1
Approve cost-rebuttal package
Decision needed: 48 hours
2
Brief two undecided councillors
Decision needed: This week
3
Hold paid media until frame test returns
Decision needed: Friday
{
FAQ
}
BEFORE YOU BRING US THE SITUATION
{
Field notes
}
