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Planning is the art and science of ensuring that the
adverts that our clients want to place appear in the right place
and at the right time to ensure they reach the correct target
MediaCom handles the media planning activity for
some of the world's largest advertisers, among them P&G, Shell,
GlaxoSmithKline, RBS, VW and Universal.
When we are briefed to plan a media
campaign for our clients, first of all we set out to understand as
much as possible about the target audience, what motivates them and
what types of media they consume.
Media planning is the process
of using this information to identify the most appropriate
platforms and most appropriate types of messages that we can use to
communicate our clients message. In today's complex media
environment, media planning means
considering options such as sponsorship, social search or even
encouraging brands to create their own content.
Fernando Silva, CEO for MediaCom Latin America, talks to M&M Global at the Cannes
MediaCom Silicon Valley Summit 2015: Connected Consumers Day Three: Empowering People through Ubiquitous Information & Connectivity
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