ROLLOUT MANAGEMENT
Announce, release, afterlife. Who posts what, in which order, and what gets held back until week three.
Most campaigns spend everything they have in week one and then go quiet for a month. A rollout is the opposite discipline: knowing what you're holding, and knowing what the third week needs in order to still be interesting.
We build the calendar across everything — your own channels, the distribution network, press, artist accounts, partner brands — so the pieces reinforce each other instead of competing for the same day.
One producer owns the whole thing. Assets are commissioned against the plan up front, so nothing gets cut at midnight because the file wasn't made.
Runs well alongside the other three branches; most clients start here and add blasts on the key dates.
We plan what to hold back before we plan what to launch with. The second half of a rollout is where campaigns are usually lost.
Bring the release date. We'll map the twelve weeks around it and tell you where the gaps are.
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