Divided by a Common Language

Marco Rimini

Creative and media targeting use different languages, and it is important to clarify this difference to achieve brand coherence.

Divided by a Common Language

Marco RiminiJWT

It used to be so simple to plan advertising strategies. As a planner, you had sales data from AGB or Nielsen, tracking study data, TGI and JIC data and perhaps some good ad hoc work, such as a U&A.  From this you determined, with your client and media colleagues, a marketing target, a media target and a creative target. There were problems of translation from one language to another, but nothing that could not be managed by a small team of marketing linguists. 

MANY TARGETING LANGUAGES

Now there seem to be...

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