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Additional Posts in Comms and Connections Strategy
Best agency for comms/connection strategy?
What is comms planning
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We use our knowledge of consumer behavior throughout traditional media, digital, social, PR, etc to help creatives architect the campaign. So it goes from a tagline, visuals and proof of concept to a seamless campaign, optimized across each channel and cultural moment, oftentimes to take the audience on a journey designed for increased impact/understanding or through a specific user flow with conversion endpoint.
One line: I try to enhance the power of a big idea.
It's gospel at Nike. That's the brand I was trained on.
Look up decks, newsletters and articles by Julian Cole. His ability to explain it to anyone is 💪
DOC1, the amount of buzz-words 😂. Regardless, what you’re describing sounds like a glorified Account Planner to me.
No dis, but do you think just maybe that Nike might be one of those ‘unique’ cases where the structure is a little off from the rest of the industry since their specific initiatives revolve around creating that consumer conversation? In my experience, when it comes to a QSR franchise or a struggling retail store, they’re a little less focused on such nuanced ideals (e.g. they couldn’t give two shits about the experience - they want their billboard & they want it now 🙄)
Let’s not get negative. Let’s also not generalize an entire discipline based on what it sounds like in a single post. Also, it’s not just Nike, it’s all of WK - I’d say that’s an agency with a “structure “ most clients appreciate. To your retail/CPG point the Comms deck for Old Spice is pure gold.
Julian Cole’s stuff is good.
It’s definitely a basic skill set that you need to have to be effective. It’s also not that hard - mostly common sense. Think of it as an extension of your creative planner brain into experience strategy (it used to be called experience planning or connection planning).
Also it works better when you’ve got a huge overall budget. It’s not effective when you don’t because you’ll be so constrained in terms of ability to deliver across many touch points.
It’s also much more relevant for pure brand campaigns or categories with longer/complex purchase journeys.
Everywhere I’ve ever seen that term it is basically an acronym for media strategy/planning. Generally agnostic to media formats & like a “media account executive”.
What the retail store wants and what we recommend based on real audience impact is a wildly different output.
The nuance is what drives the potential to make a big idea big IRL when you bring it to life vs just slapping it across media. That’s the power of comms planning.
@GPD true, he's the man.
Creative agency
Be warned, if your creative agency doesn't control the media buy in some way, and especially if your partner media agency doesn't do comms planning, then you may find yourself in a thankless and infuriating position as you try to steer ideas that won't be welcome by the media shop. I've found most media agencies to be totally awful to work with when comms planning is factored in externally.
Thank you all so much! Considering an opportunity in connections strategy and wanted to make sure I understood exactly what that entailed. This has been incredibly helpful!
Is it at a creative agency or a media agency? Makes a world of difference.