Get Who To By Framework

The Get-Who-To-By framework is widely used in creative strategy and agency briefs. It's a fast, no-fluff way to turn strategy into action. It helps you define who you're talking to, what you want them to do, and how you'll make them do it — all in one sharp sentence. Origin traced back to the BBDO NY office in 2004/2005.

Example Application

Campaign Result

This example shows how the framework can be applied to snack food marketing, starting with a clear insight and breaking down each component.

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Ideal For

Campaign briefs, behavioral change tasks, action-oriented messaging

Super quick to align teams on audience and messaging

Easily turns strategy into creative direction

Less Ideal For

Brand positioning, long-term brand architecture

Can be too simplistic for layered brand problems

Needs a strong insight up front — weak inputs = weak output

Key Implementation Steps

Define the GET (target audience) – be specific and human

Describe the WHO – what's holding them back, what's true about them

Define the TO – the desired shift in behavior or mindset

Articulate the BY – the key message, proof, or creative idea that makes it happen