Advancements in technology have helped us become more nuanced and intelligent about planning, executing, tracking and optimizing media than ever before. While the tools assist in our effort, it’s how we use the data in unique ways — and how we place the consumer at the center of our approach — that sets us apart.
Our work is informed by understanding what drives decision-making and buying habits around your brand and reaching people in a highly targeted manner when they need you most. This user-centric methodology is at the heart of every plan we create, whether digital or traditional.
Spreadsheets don’t tell you who the right person is for your brand, consumers do — and you must have the process to listen, understand and adapt with them. Great media performance inevitably follows.
Before beginning planning, we deep-dive into your brand — past and present — along with the competitive set, to uncover insights beyond the obvious. By mapping your users’ interactions to business changing events, we find the triggers for buying behavior. Additionally, we help your brand identify the right audience (and even new audiences) if you don’t already know who you should be talking to.
Audience Building & Data Management
Most brands don’t understand exactly who is buying their products. Through our data management tools, we help you build an exact profile of your existing consumers, including an understanding of their media habits. With this knowledge, we target the optimal audience for your brand. By communicating with them throughout every step in the customer lifecycle — and customizing messaging accordingly — we ensure higher rates of interaction with your media and greater ROI.
Integrated Planning & Buying
Planning starts by strictly nailing down your desired outcomes, then building every recommendation to deliver on those objectives. We start wide by exploring a wide array of tactics, narrowing to only those media investments that guarantee proven performance. Using research and your data we pinpoint the prime audience, tactics and timing. Never working in a bubble, the media team collaborates with our creative and technology divisions to align concepts and messaging with your brand vision and measures of success.
Tracking & Reporting
Return on your media investment is crucial, so we take it very seriously — putting as much time into tracking and reporting as we do the rest of the media process. Each campaign tactic has trigger mechanisms built in to ensure we’re able to assign attribution across your entire buy. Tracking and investigating every outcome allows us to reduce waste in your spend and gives our analysts the ability to uncover additional whitespace to capitalize upon
Once a campaign has gone live, we believe in continuing to refine our media approach and messaging during the run to ensure we have the most powerful combination at all times. Creative optimization is almost always used to ensure the right audience is seeing the message that’s driving top ROI. These ongoing learnings help tighten future iterations of the media plan and creative execution.