Depending on the campaign objectives, we monitor KPI's, be they brand awareness/shifts or response/ROI.

Planning and research

Planning

We have a separate and experienced planning department through which all briefs pass and in lieu of a client brief, we have our own briefing forms which we use to better understand the client/campaign requirements. These can be completed in conjunction with the client (verbally, face to face) or as a suggestion to the client

We believe that consumers are becoming increasingly sensitive to the communication they receive, be it through media fragmentation or new platforms (e-commerce, interactive, product placement, advertiser funded media, increased direct mail, promotions, e-mails and texts for example!) Overloaded with communications and choices, our aim is to simplify the process for them and throughout our planning process answer the key questions of : objectives, target audience, regional requirements, seasonal requirements and consumer response. Planning should enhance not hinder the advertising campaign, should not be merely window dressing, but ensure that objectives are met and targets achieved

We also implement a comprehensive planning/test approach to ensure that the planning is actually carried through to implementation

Research

We have all the standard research tools and provide a raft of bespoke research include data profiling and econometrics.

We provide a number of regular reports for our clients:

  • Competitor Analysis — spend and/or creative, and as required (period on period/breaking/weekly/monthly/quarterly)
  • Media market place reports — shifts in viewing/readership/listenership — regular updates on the state of the market
  • Retail reports — Scottish Retail Consortium data
  • New media/technology updates.

We have created and presented market analysis reports across a huge raft of industries and clients and to fulfil a number of different objectives: simply to understand the market better, to advise clients of a gap in the market (potential new store openings/viability of areas), to suggest multi media platforms for client development, to better understand changing competitor and target audience dynamics.

We believe that market analysis isn't just a MINTEL report and competitor expenditure, rather these basics overlaid with mapping, audience analysis (MOSAIC and TGI), traffic flows, an understanding of the key market drivers and future market conditions/developments and economic climate.

Depending on the campaign objectives, we monitor KPI's, be they brand awareness/shifts (in conjunction with any tracking research) or response/ROI (via our own analysis spreadsheets and/or online tracking systems).