Media Operations/Capabilities for Agency
03-1033068-226

The Agency Communications Planning

The agency has its roots in media. The agency began as a media
planning and buying agency and, to date, still maintains a robust
amount of media/communications planning responsibilities for our
clients. With that, here is how we think:

Here, there, and everywhere

“Communications Planning has one foot in the creative department,
another foot in brand strategy and another foot in all other
disciplines. It may seem like too many feet but to remain standing in
an integrated agency, and be successful, that’s what it takes.”
Director of Agency Communications

The Agency Communications Planning views every day as a series of
intersections. Internally and externally.

Internally we are part of the integrated team from strategy development
to final implementation of ideas. This insures the entire agency looks
at all options available to the client.

Externally the intersections are the places where "real life" crosses
paths with information. To achieve our clients' goals, our job is to
find these intersections and deliver the information in the most
efficient way possible. We call these intersections "Communication
Intercepts".

The best Communication Intercepts deliver a brand's message when and
where the target is most receptive to receiving it. Behavioral
insights, gained through proprietary and secondary research, help us
find these Intercepts and insures the relevant message is relayed to
the
consumer at the relevant time.

Maintaining a media-neutral approach that respects the habits of both
consumer and business-to-business target audiences guarantees that once
we find the Intercepts, we are prepared to deliver the brand's message
in the most efficient way possible.

Truly, being efficient matters

“Don’t buy a landslide; I don’t want to pay for one more vote than I
have to.
Joseph Kennedy on the election of his son JFK.

We believe a client shouldn’t have to pay a penny more that it has to
for a client. The same fresh, clean-sheet-of-paper thinking our
creatives bring to the job Agency Communications Planning brings to our
clients’ budgets. We will ask – does it have to be TV? What about PR,
grassroots, email or even palm cards. Sacred cows don’t exist in our
communications planning either. If they work, we keep ‘em. If they
don’t, they’re hamburger.
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"The media mavens at our agency are tenacious negotiators....they
get the job done!"

Scott Ginsburg,
Director of Advertising
CARQUEST Corporation