Working Rhythm
Each discipline executes within its own process and cadence — running the Always-On work that doesn't stop. The Strategic Core's role is to bring those teams together more intentionally and more often, ensuring the work stays connected to strategy, shared briefs, and to each other.
Strategy
VCA + Agencies in the room together. Strategic direction created jointly based on VCA leadership vision and priorities. Shared brief developed to drive plan development.
Design
Agency teams build their plans informed by shared briefings. VCA Strategic Core reviews and creates a Global Integrated Marketing Plan for final leadership approval before anything is activated.
Activate
Each discipline executes in their lane with VCA connectors looped in. The Strategic Core connects the work through standing meetings and the Weekly Brand Pulse.
Measure
Full team in the room weekly. Performance reviewed, decisions made live, and Quarterly Brand Summits keep the whole system on course.
Annual Operating Calendar — FY Jul/Jun
Jul
Aug
Sep
Oct
Nov
Dec
Jan
Feb
Mar
Apr
May
Jun
Strategy
Design
Activate
Measure
FY Start / Q4 Brand Summit
VCA Direction
Annual Planning Meeting / Q1 Brand Summit
Briefings & Plan Dev
Q2 Brand Summit
Q3 Brand Summit
Approve & Activate
Strategy
Design
Activate
Measure
Set annually at the Annual Planning Meeting · Informed by Intelligence Engines
Global brand strategy, audience & market architecture, and strategic priorities every campaign & channel activate against.
VCA Executive Direction
Late Aug/Early Sept
In the room
VCA Executive Leadership
What comes out
Vision, business objectives, growth priorities, and market focus shared
Prep Work & Development
Late Oct/Early Nov • Full Day
In the room
Strategic Core, Intelligence Leads, International Offices
What comes out
Prior year performance, consumer insights, industry trends, market reports, and audience data synthesized. Proposed strategic direction and draft recommendations prepared for the Annual Planning Meeting.
Annual Planning Meeting
Sept–Oct
In the room
VCA Executive Leadership, Agency Executive Leadership, Strategic Core, Intelligence Leads, International Offices
What comes out
Framework and Joint Strategy Brief set with leadership.
Finalize & Cascade
Nov
In the room
Strategic Core → Executive Leadership → All Teams
What comes out
Framework and Joint Strategy Brief finalized, shared with industry, teams kicked off for Design
What Comes Out
Strategic Framework · Joint Strategy Brief
ONE CALIFORNIA
OPERATIONAL PLAYBOOK