// What is done

Architect and steward media plans that maximize value for brands.

The fluidity in modern media requires media planners to be as skilled in optimizing communications tasks and media plans before a plan launches as they are at interpreting data in-flight, finding opportunities, and changing course in reaction to results.

In both Media Planning and Strategy, it employs a Signals-based approach. Across marketing, campaign, and in-flight cycles,  use data signals ensure all tactical decisions are connected to the clients' overall business growth and strategy.

Use ‘Outcome Signals’ to help identify the most effective options based on what we’ve seen work in the past. Good-quality outcome signals give us confidence that our advertising will perform well and that we are using our investment smartly. And use ‘Opportunity Signals’ to help identify new opportunities to increase value. Opportunity signals may not be based on what we have done before, but they let us apply judgement and imagination to the task of making every interaction worthwhile.

Across all three marketing cycles, Outcome and Opportunity signals help us learn from what we know about the world and imagine what we might be able to do to make it different. They fuel two different ways of thinking about problems, resulting in more effective and more imaginative plans and more valuable advertising for clients and consumers.