Structure Campaigns With The "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.

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

WOW / HOW / NOW Use Example

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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

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