Research & Discovery

The start of any good media strategy is a comprehensive understanding of a client’s business goals and objectives, not simply limited to marketing inputs. Brand strategy, past media performance, and market research are foundational. Sales, operations, product/service development, and  distribution are important factors along with competitive marketing efforts.

We complete a full assessment of the marketplace to garner influencing insights, including:

• Competitive media activity—spend, channel composition, and reach/frequency
• Category size and dynamics
• Customer behaviors and expectations
• Media landscape and channel trends
• Cultural, seasonal, or geographic context
• Regulatory consideration

First-party data is gold. It will influence all aspects of the media strategy and planning: audience targeting, personalization, look-alike modeling, tracking, and how to strategically grow and evolve the capture of more first-party data.