South Africa
Media Guru QA- “Connections” Planning
Question:
I want to more formally embrace and practice “connections” planning. Do you have any resources or recommendations on where to learn best practices and tactics to help a media team start thinking with a “connections” planning mindset?
Answer:
The Guru believes “Connections Planning” is a new-agey term for the not-so-new concept of strategic planning and account planners, going back over 20 years to some concepts out of Saatch & Saatchi in London. It’s about focusing on consumers and their consumption behavior’s intersection with media, rather than more narrowly on their media behavior.The greater ability of the internet to facilitate this approach is likely the driver of the new popularity and nomenclature. You will find many online references.
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