The Future Of Communications Planning

Kate Sirkin
Starcom MediaVest Group (SMG)

An evolution is changing the way clients plan communications for their brands. Some marketers  continue to employ the traditional model, while some are embracing a new model for success.

The traditional model assumes that creative is briefed and campaigns developed before the path to reach them is decided. This is how our industry approached all brands when media was a simple choice of four mass options (TV, radio, print and outdoor), and we were comfortable that those avenues would lead us to our targets.

For most target consumer groups now, the traditional model is simply not effective. The explosion of contact choices and the competitive nature of the branding environment demand a more strategic approach to building connections between consumers and brand messages.