A communications strategy is the foundation of a creative advertising campaign, in which the key message is expressed through a big idea that integrates creative solutions.
Communication is a way of creating emotional advertising in a company, the goal of which is to build an effective dialogue between the brand and the target audience. Through communication we shape, strengthen and develop brand perception.
Preparing the brand’s response — the main communication message in the advertising campaign.
Step 2. Creative
Creative concept
Creating a big idea of the campaign.
Creating the visual concept and creative mechanics.
Forming the customer journey of interact with mechanics.
Step 3. Promotion
Promotion strategy
Formation of media mix.
Identification of interaction tools and targeted actions in channels.
Creating an ecosystem - the interaction between channels and tools.
Project team
head of strategy
Valeria Tyapina
Creates a unified picture of brand development from different data.
creative director
Alexey Molchanov
Makes brands not only beautiful, but also fills them with meanings.
project manager
Maria Surgutskova
Looking not for reasons, but for possibilities for solving each task.
strategist
Yana Bilyuga
Lives by insights, which helps you feel each project better.
head of smm
Anastasia Petrova
Turns projects into streamlined SMM systems.
brand designer
Julia Sukhareva
Thinks in terms of structures and questions, which creates a special order in the projects.
graphic designer
Ilya Obukhov
Creates a mood in projects, and is most immersed in SMM design.
copywriter
Maria Tashchyan
Helps brands speak the language of their audience.
Work result
advertising campaign
A message creatively conveyed through various channels to effectively achieve your goals.
unified direction
A way to emotionally interest consumers and involve them in permanent contact with the brand.
promotion plan
Solutions on how to promote communication using the most effective channels.
Why should you order a strategy?
We use a research approach, studying the hidden motives of the audience, and work out in detail each stage of creation and implementation.
Features of our approach are in-depth analysis and creative thinking. Thanks to them, we unite the brand and its audience into a single organism.
Project examples
We have prepared a strategy for the mobile application "My Land" in the Belgorod region, as well as easily scalable design solutions. They used the idea of contrast between the usual excursions and city entertainment, and the concept of adventure and the spirit of adventure formed the basis of the big idea.
For the AdVita charitable foundation, the communication strategy included the idea of making charity a useful human habit. We have also prepared a promotion strategy with online and offline media mix.
For the Syrobogatov brand, we built communication through the aesthetics of an art gallery, highlighting the connection between cheese and other achievements of Russian culture, as well as its contribution to the country's development. The core of the big idea is the slogan: "Cheese as cultural heritage: the wealth of each of us", which conveys the overarching concept of the ads campaign.
The cost is determined individually based on a preliminary online/offline briefing with you.
The final cost is defined by the timing, scope, and complexity.
FAQ
What tools do you use to assess effectiveness?
At the beginning of the process, we define clear objectives — what the communication strategy is meant to achieve. The outcome is measured by answering the question: did we reach the goal, and to what extent?
Does a communication strategy need to be updated?
A communication strategy is typically developed as a one-year action plan. Each year, the company sets new goals and objectives, which are addressed through this strategic framework.
What types of activities are included in the communication strategy plan?
The selection, volume, and frequency of activities depend on the strategic objectives and the available budget.
What does a communication strategy include?
It consists of a core communication idea, a communication matrix, and a year-long activity plan.
How do you determine the tone, style of communication for channels?
We rely on research into the audience, product, competitors, and platform specifics. Based on these insights, we define the appropriate tone of voice and messaging style for each communication channel.
Customer reviews
AdVita
Yulia Paskevich
Head of PR
Our relationship with the ICU team goes beyond partnership—we’ve been more like friends for the past five years. What matters most to us is that the agency shares AdVita Foundation’s values, and they truly listen to and understand our needs. That’s why our joint projects turn out bold, vibrant, and emotionally resonant, helping us connect with our current audience and attract new supporters.
Alfa Leasing
Evgeniya Bespalaya
Marketing Department
We’ve never had this kind of experience with agencies before. As for the result—we were impressed by how accurately the neural network handled a creative task. We really liked the outcome. Based on what we received, we can confidently say this kind of solution will become part of our brand communication.
Syrobogatov
Anna Zakharova
Lead Communications Manager
Working with ICU was a true collaboration—one we’re happy to recommend. The agency team developed a communication strategy for us, diving deep into our brand, our messaging style, and our goals in the market. The entire process was built on trust, respect, and a genuine immersion into our product. Thank you, ICU!
Aloha Browser
Bruce Kurtz
Chief Marketing Officer
Partnering with ICU Agency was a game changer for Aloha Browser. ICU's adept understanding of our brand ethos and market needs translated into a standout advertising campaign, and frankly, they stood out from the other agencies in RFP stage. They blended humor and seriousness effectively, conveying our message on online privacy. Highly recommended for their efficiency and creativity.
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