Last year TBWA\Chiat\Day New York has announced the appointment of Shane Ankeney, formerly EVP, Chief Media Office, Doner to the newly created role of Executive Director of Audience Planning.
So what on earth is Audience planning?
According to Mr. Ankeney; "Audience planning is born out of connection planning, and there are some similarities. However, instead of looking at it through a lens of where the connections are, it’s about fuelling creative brand ideas. We start by forgetting the touchpoints, and coming up with something that will truly resonate with our target audience. Every aspect of a brand’s behaviour should start with the creative idea, and then help to inform the media as well."
Sounds like "good planning" to me.
So what on earth is Audience planning?
According to Mr. Ankeney; "Audience planning is born out of connection planning, and there are some similarities. However, instead of looking at it through a lens of where the connections are, it’s about fuelling creative brand ideas. We start by forgetting the touchpoints, and coming up with something that will truly resonate with our target audience. Every aspect of a brand’s behaviour should start with the creative idea, and then help to inform the media as well."
Sounds like "good planning" to me.
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