Under the Influence: Understanding consumer purchasing in the 21st century
Toby Roberts OMD UK
Introduction
Influence Planning was launched at OMD in the UK in the summer of 2007. It is a new planning philosophy and process built around six principles that inform the way we approach every brief. In order to make these principles real for both our people and our clients, we needed the data and insight to back them up. With this in mind we commissioned the Influence Pathway research. The largest study we have ever undertaken at OMD.This paper aims to give...