Recency Planning

Erwin Ephron

This 1997 article explains the concept of 'recency' planning, the idea that most advertising works by influencing the brand choice of consumers.

Recency Planning

Erwin Ephron

Recency planning is based on the sensible idea that most advertising works by influencing the brand choice of consumers who are ready to buy.1 This idea is called 'recency.' In a remarkably short time - about three years - recency has challenged effective frequency as the advertising, planning model for fast-moving consumer goods (fmcg).2 This is in step with our more sober view of the power of advertising and our new appreciation of the consumer's unique contribution to making ads work.

Let's step back 30 years. When I started at BBDO, I...

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