Compose: the art of channel planning

Tim Foley, Peter Engelberts and Geoff Wicken

Today's planner must assess the full range of communication channels in designing campaigns that genuinely connect with the consumer - so says Tim Foley and Peter Engelberts, from PointLogic, and Geoff Wicken, from KMR/BMRB.

Compose: The Art of Channel Planning

Tim Foley

Peter Engelberts

Geoff Wicken

Given today's sophisticated advertising environment and need for accountability, media campaigns can no longer rely on one tried and tested medium, or aim for simple exposure. Instead, planners must assess the full range of communication channels to design a campaign that genuinely connects with their audience.

The well-documented difficulty is that, to define a media-neutral plan, different media must be compared – yet existing media measures are silo-based. Consequently, planners have to rely on intuition for media-mix combinations.

So, you might think the answer would lie with a...

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