Campaign strategy and development
Great campaigns are planned, not just made. We develop the strategy behind the idea, build it into a campaign that works across channels, and adapt it for global and local markets, so every execution pulls in the same direction.
Trusted by
Our experience
A campaign is only as strong as the thinking under it. Without it, even great executions pull in different directions.
We define the audience, the message, and the moments that matter, then develop the idea into a campaign framework that every channel and market can use, with room for local relevance.
For Wizz Air, that meant the airline’s first fully AI powered campaign: 17 broadcast ready assets in three weeks.
- 17Broadcast ready assets in three weeksWizz Air
- +11.4%Demand, year on yearWizz Air
- +10.2%SalesM&S Food
How we work
- 01
Strategy
Audience, message, and the moments that matter.
- 02
Idea
The campaign idea and how it travels.
- 03
Framework
Rules and assets for every channel and market.
- 04
Rollout
Global consistency, local relevance.
Related services
Work
Wizz Air: Locos for Low Cost
With a distinctly Spanish flavour, WIZZ’s first fully AI campaign was built on a real human insight and human crafted script.
+11.4% demand, year on year.
TUI: Skip To The Good Bit
A global brand platform that lets travellers start enjoying their holiday long before they leave home.
9 markets globally.
What clients say
“Freedom Works [formerly The Liberty Guild] have been a delight to work with. Their interpretation and understanding of our brief helped crystallise the strategic approach, which then went on to create work that brought to life the proposition in a way that will allow us to flex across markets.”
Thinking
AI and creativityThe Liberty Guild Adapts to AI RevolutionFreedom Works, October 2025
Talent and workAdland’s Astonishing Attitude On Office Work Is More Goldman Than GoogleFreedom Works, April 2021
The agency modelAI Is Currently At Junior Art Director Level, But It Will Be The Boss One DayFreedom Works, April 2023
Let’s make work that matters.
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