Bridging Objectives: The Role of Connections Planning

Connections planning is crucial in bridging the objectives of brand planning, connections planning, and media planning. It combines the art and science of effective advertising by aligning creative ambition with proven effectiveness and reaching the target audience. The unique value of connections planning lies in understanding the consumer journey and finding unexpected ways to express the brand message. It goes beyond scratching the surface of channels and taps into audience behaviors and pain points to develop innovative and impactful campaigns.