Communications Planning has never been more important. As we move further away from the traditional TV and press advertising models, it requires true understanding of brands, markets and media to answer the big questions. For this brand, in this market, with this budget, what is the best possible mix of channels to build preference and turn preference into sales?
For us, it's all about understanding the fundamentals of why a client is communicating in the first place, what the real opportunities are and how they tell their story to get the best possible impact for their investment.
This is a problem-solving process that is applicable to any complex organizational challenge. In our case in provides a structure in which our specialist services can operate at their best, providing a platform and architecture for our clients' communication.
Once we have clarified what a client really wants to achieve, we can identify the correct steps to take. It sounds simple, but it takes someone with a singular combination of rigour and imagination to see past the obvious and plot the most effective course of action. It takes Mindshare thinking.