Building A Calendar That Survives The Month

Every brand starts the month with a calendar and abandons it by the second week. Usually not for lack of discipline — the plan was simply built on a good week rather than a normal one.

A calendar that survives assumes interruption. It front-loads the shooting, keeps a bank of finished pieces ready, and leaves slots that can be filled the day before without anyone scrambling.

It also needs one owner and one approval. Where a post needs three sign-offs it will miss its date, and a missed date is what quietly ends most content programmes.

Agree it once, at the start of the month, then let the studio run it. That is the only approval we ask for.