Asia's integration challenge
Guy Hearn Omnicom Media Group, Asia Pacific
Unilever and HP are two advertisers who have overcome Asia's general lack of structural integration and poor segmentation data
Integrated channel planning, or 360° planning, or media neutral planning, have been buzzwords for a few years now. Essentially, it means using a combination of media to achieve specific objectives within a communications framework. Rather than simply finding touchpoints, it puts the consumer, not the media platform, first.
The proliferation of new media increases the number of potential touchpoints, but it's the communication objectives that act as the integrating ‘glue’,...