One of the things that most attracted me to working at Ruder Finn is the intent-based approach that we use to shape our thinking and execution of integrated campaigns. Here is a presentation that I gave at the SMiB conference last October on our intent-based approach, which is pretty self-evident if you have a quick run through the slides.
It was refreshing to see that other organisations are now starting to consider taking a similar approach based on understanding the audiences intention. I provided comment here; I will share it with you below as I feel it captures the benefits of the intent-based approach simply and because the blog in question for some reason didn’t want to put it up.
UPDATE: Comment is finally up here