Creative Briefing & Content Strategy
What Makes a Good Brief?
Every strong campaign starts with a clear, concise, and purpose-led brief.
At a minimum, we make sure to define:
– The objective
– The target audience
– Deliverables and specs
– Timeline and key milestones
“What would I need to bring this to life?”
Having managed and led across creative, production, and strategy roles, we know how to speak everyone’s language. That’s how we cut ambiguity and make space for creativity.
CI Group's 6-month-plan
MVG has built and owned a rolling six-month marketing plan—something we've delivered consistently for two years running. It covers everything from email and blog content to LinkedIn (both organic and paid), Instagram, website, case studies, awards, and strategic valuable content. Every piece of content has a purpose— whether its around CI Group's clients events or moments or their own major CBE event.
End-to-end storyboarding.
At CI Group, we developed full storyboards for campaign content and testimonial videos, shaping narrative flow, scripting, and visual cues to support campaign messaging and award submissions. At Media Arts Lab, we worked with extreme precision—reviewing and localising storyboard copy and visuals across multiple markets. Every piece of creative for EMEA and MERT had to be checked, re-checked, and localised to spec.
LinkedIn Organic
Since 2023 we've lead and manage all of CI Group’s LinkedIn organic output—across six departments and multiple social accounts. That includes building a coordinated content strategy for the leadership team, planning and overseeing posts for the CEO, MD, Head of Sales, Strategy, Events, and Business Development. Every campaign is timed and tailored to maximise reach, resonate with clients, and create meaningful visibility in the tech and B2B space.
LinkedIn Paid
We've manage end-to-end LinkedIn paid campaigns focused on demand generation, event promotion, and lead capture. From building lead magnets and writing ad copy to briefing/ creating creatives and designing backend targeting, we handle it all. We segment audiences, set up and optimise campaigns in-platform, and adjust spend dynamically based on performance, urgency, or event turnaround. We’ve also executed personalised paid ads, in-mail campaigns, and targeted event invitations to drive high-quality engagement and measurable ROI.
Case Studies & Strategic Content
Westcoast Rewards Case Study
Case study written for CI Group’s client, Westcoast – a leading technology distributor. Made with the intention to live on theCI Group website and use as a content megnet for leads.
14 Insights to equip SMB's future in technology
We created an insights-led infographic highlighting the key pain points SMBs face in today’s tech market—written and designed to resonate. This content was then distributed through targeted paid ads and email campaigns to both leads and cold audiences, driving awareness and demand back to CI Group.
Sales Enablement - Reward Platforms
We developed strategic OnePagers—content written and designed to give the CI Group business development team quick, sales tools they could share digitally or in person. Based on insights from the sales team and their client conversations, we crafted clear, concise messaging to showcase our rewards platform in a way that was both compelling and instantly usable.
Changing Behaviours Event 2025
MVG led the end-to-end delivery of the Innovation AI event for CBE—from creating the initial comms plan and building the website (including copy, design, and WordPress implementation) to setting up post-launch communications through HubSpot, managing email automation, registration forms, data segmentation, and coordinating both the in-person and virtual event logistics.