WOW / HOW / NOW Framework

The WOW / HOW / NOW framework turns your creative idea into structured messaging with proof and execution. Use it to turn an unconventional idea into a confident campaign that cuts through. It aligns with strategic thinking seen in agencies like Ogilvy, BBH, and Wieden+Kennedy, but it's not officially attributed to any of them. The basics are: WOW is the Brand/Campaign Idea, HOW are the proof points or messages, NOW are the tactics – how exactly to deliver them.

Example Application

Campaign Result

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Ideal For

Challenger brands, brand transparency campaigns, earned-media-led launches

Distills one big idea into layered proof and execution

Makes creative and strategy work seamlessly together

Less Ideal For

Performance media, conventional fast-paced sales-driven campaigns

Needs a WOW that's truly remarkable

Takes strong alignment between comms, product, and production

Key Implementation Steps

Identify the unexpected brand truth you're willing to say out loud (WOW)

Back it with undeniable proof (HOW)

Execute across earned-first and bold visual channels (NOW)

Use the layout: WOW on top → HOW middle → NOW grid at base

Use with comms, creative, and PR teams jointly