/** The Agency Playbook: every service we provide and how we deliver it. Edit freely. */
export interface PlaybookPhase { name: string; description: string; outputs: string[] }
export interface PlaybookService {
  slug: string;
  name: string;
  discipline: "Strategy" | "Creative" | "Digital" | "Media" | "Studios" | "Analytics";
  tagline: string;
  description: string;
  whenToUse: string[];
  team: string[];
  phases: PlaybookPhase[];
  typicalDuration: string;
  tools: string[];
}

export const playbook: PlaybookService[] = [
  {
    slug: "brand-strategy", name: "Brand Strategy & Positioning", discipline: "Strategy",
    tagline: "Find the emotional need you fill – then own it.",
    description: "We look past what a client sells to the feeling their customer is really buying. The output is a platform the whole organisation can act on, not a deck that sits in a drawer.",
    whenToUse: ["A brand feels indistinguishable from competitors", "Pre-campaign, when there's no agreed point of view", "Merger, rebrand or new market entry"],
    team: ["Brand Strategist", "Planner", "Creative Director", "Account Director"],
    phases: [
      { name: "Immerse", description: "Stakeholder interviews, customer research, category and culture scan.", outputs: ["Immersion readout", "Tensions map"] },
      { name: "Define", description: "Workshops to land the emotional truth, positioning and role for the brand.", outputs: ["Positioning", "Brand idea", "Tone of voice"] },
      { name: "Activate", description: "Translate the platform into messaging, identity direction and campaign springboards.", outputs: ["Brand platform book", "Messaging matrix", "Creative springboards"] },
    ],
    typicalDuration: "8–12 weeks", tools: ["Figma", "Miro", "Google Forms", "Brandwatch"],
  },
  {
    slug: "integrated-campaigns", name: "Integrated Campaigns", discipline: "Creative",
    tagline: "One idea, every channel, zero seams.",
    description: "Campaigns built on a single emotional idea and expressed natively across film, OOH, digital, social and experiential.",
    whenToUse: ["Launches", "Seasonal or tentpole moments", "Repositioning a brand in market"],
    team: ["Creative Director", "Art Director", "Copywriter", "Producer", "Media Director", "Account Lead", "Analytics"],
    phases: [
      { name: "Brief", description: "A one-page brief signed by client and CD before any creative starts.", outputs: ["Signed creative brief"] },
      { name: "Concept", description: "Three territories, one recommended. Presented with the media idea, not separately.", outputs: ["Concept deck", "Channel plan"] },
      { name: "Make", description: "Production across CP Studios and partners, with social and digital made in parallel.", outputs: ["Master assets", "Channel adaptations", "Toolkit"] },
      { name: "Measure", description: "Live dashboard from day one; optimisation sprints every two weeks.", outputs: ["Campaign dashboard", "Wrap report"] },
    ],
    typicalDuration: "10–16 weeks", tools: ["Workamajig", "Frame.io", "Adobe CC", "Looker Studio"],
  },
  {
    slug: "websites-and-products", name: "Websites & Digital Products", discipline: "Digital",
    tagline: "Journeys that feel effortless, code that lasts.",
    description: "From marketing sites to mobile apps and dashboards. UX, UI, development and analytics work as one squad from discovery to launch.",
    whenToUse: ["Site or app redesign", "New digital product", "Accessibility or performance overhaul"],
    team: ["UX Lead", "UI Designer", "Lead Developer", "Developers", "User Researcher", "Analytics", "Project Manager"],
    phases: [
      { name: "Discover", description: "Research, analytics review, technical audit and journey mapping.", outputs: ["Discovery report", "Journey maps", "Technical recommendation"] },
      { name: "Design", description: "Prototype in Figma, test with users, iterate. Design system established early.", outputs: ["Tested prototype", "Design system", "Content model"] },
      { name: "Build", description: "Two-week sprints, demo every Friday, automated accessibility and performance checks.", outputs: ["Staging releases", "QA reports"] },
      { name: "Launch & learn", description: "Launch plan, analytics instrumentation, hypercare and a 90-day optimisation roadmap.", outputs: ["Launch checklist", "Measurement plan", "Roadmap"] },
    ],
    typicalDuration: "12–24 weeks", tools: ["Figma", "Next.js", "WordPress", "React Native", "GA4", "Vercel"],
  },
  {
    slug: "social-and-content", name: "Social & Content", discipline: "Creative",
    tagline: "Always on, never boring.",
    description: "Social strategy, always-on content engines, community management and paid social, run by people who actually live on the platforms.",
    whenToUse: ["Building or reviving a brand's social presence", "Campaign amplification", "Community and creator programmes"],
    team: ["Social Director", "Content Creator", "Copywriter", "Motion Designer", "Paid Social Specialist", "Community Manager"],
    phases: [
      { name: "Audit & strategy", description: "Channel audit, audience insight, content pillars and cadence.", outputs: ["Social strategy", "Content pillars"] },
      { name: "Content engine", description: "Monthly planning, weekly production, daily community.", outputs: ["Monthly content calendar", "Assets"] },
      { name: "Amplify", description: "Paid social planning, creator partnerships and real-time reactive content.", outputs: ["Paid plan", "Creator brief"] },
      { name: "Report", description: "Monthly performance report with what we learned and what we'll change.", outputs: ["Monthly report"] },
    ],
    typicalDuration: "Retainer", tools: ["Sprout Social", "Meta Business Suite", "TikTok Ads", "CapCut", "After Effects"],
  },
  {
    slug: "media", name: "Media Planning & Buying", discipline: "Media",
    tagline: "The right people, the right moment, no waste.",
    description: "Full-funnel media across Ireland, the UK and North America – planned with the creative idea, not after it.",
    whenToUse: ["Any campaign with paid reach", "Always-on performance media", "Media audits"],
    team: ["Media Director", "Media Planner", "Paid Search / Social Specialists", "Analytics"],
    phases: [
      { name: "Plan", description: "Audience, budget and channel strategy built alongside creative.", outputs: ["Media plan", "Flowchart"] },
      { name: "Buy", description: "Negotiation, trafficking and QA.", outputs: ["Booking confirmations", "Trafficking sheet"] },
      { name: "Optimise", description: "Weekly optimisation against the measurement plan.", outputs: ["Weekly performance note"] },
      { name: "Post-campaign", description: "Delivery vs plan, learnings and next-time recommendations.", outputs: ["PCA"] },
    ],
    typicalDuration: "Campaign or retainer", tools: ["Google Ads", "Meta Ads", "DV360", "Nielsen", "Looker Studio"],
  },
  {
    slug: "cp-studios", name: "CP Studios – Film, Photo & Motion", discipline: "Studios",
    tagline: "In-house production, from script to final cut.",
    description: "Our production studio: directors, editors, motion designers and photographers who make hero films, social content, product photography and everything between. Luxe Photography serves hospitality and luxury clients.",
    whenToUse: ["Hero and brand films", "Social video at volume", "Product and lifestyle photography", "Motion and animation"],
    team: ["Head of Studios", "Director", "Producer", "Editor", "Motion Designer", "Photographer"],
    phases: [
      { name: "Treatment", description: "Director's treatment, budget and schedule.", outputs: ["Treatment", "Budget", "Schedule"] },
      { name: "Pre-production", description: "Casting, locations, storyboards, shot lists.", outputs: ["Pre-production book"] },
      { name: "Shoot", description: "On set with client approvals in the room or in Frame.io.", outputs: ["Rushes"] },
      { name: "Post", description: "Edit, grade, sound, motion and cutdowns for every channel.", outputs: ["Masters", "Cutdowns", "Stills"] },
    ],
    typicalDuration: "4–10 weeks", tools: ["Adobe Premiere", "After Effects", "DaVinci Resolve", "Cinema 4D", "Frame.io"],
  },
  {
    slug: "analytics-and-experimentation", name: "Analytics, Reporting & Experimentation", discipline: "Analytics",
    tagline: "Proof that feelings drive numbers.",
    description: "Measurement frameworks, dashboards, conversion optimisation and experimentation programmes that turn every campaign and product into a learning loop.",
    whenToUse: ["You can't see what's working", "Conversion funnels leaking", "Any project – measurement is built into all of them"],
    team: ["Director of Analytics", "Analyst", "CRO Specialist", "Developer"],
    phases: [
      { name: "Measurement plan", description: "KPIs, events and data sources agreed before launch.", outputs: ["Measurement plan", "Tracking spec"] },
      { name: "Instrument", description: "GA4, tag management, server-side where needed, QA.", outputs: ["Tracking implementation", "QA log"] },
      { name: "Report", description: "Automated dashboards with commentary, not just charts.", outputs: ["Live dashboard", "Monthly insight note"] },
      { name: "Experiment", description: "Hypothesis backlog, A/B and multivariate tests, roll-out of winners.", outputs: ["Experiment log", "Quarterly impact report"] },
    ],
    typicalDuration: "Retainer", tools: ["GA4", "Looker Studio", "BigQuery", "Optimizely", "Hotjar"],
  },
  {
    slug: "user-research", name: "User Research & Insight", discipline: "Strategy",
    tagline: "Talk to real people before you make anything.",
    description: "Interviews, usability testing, surveys and journey mapping across all verticals – the raw material for both strategy and design.",
    whenToUse: ["Before a redesign or new product", "When client and customer stories don't match", "To validate a concept before production"],
    team: ["UX Research Lead", "Researcher", "Strategist"],
    phases: [
      { name: "Plan", description: "Questions, recruit, method and discussion guide.", outputs: ["Research plan", "Discussion guide"] },
      { name: "Field", description: "Interviews, tests or surveys – remote or in either office's research room.", outputs: ["Recordings", "Notes"] },
      { name: "Synthesise", description: "Affinity mapping, themes and opportunity areas.", outputs: ["Insight report", "Journey map", "Opportunity backlog"] },
    ],
    typicalDuration: "3–6 weeks", tools: ["Dovetail", "Lookback", "Typeform", "Miro"],
  },
];