No4 tool: Communication planning

Advanced brand Communication, a useful strategic marketing tool globally developed by Unilever.

When target-audience psychographic data are cross-analyzed with marketing task and market's maturity levels, then and only then communications are targeted. This strategic tool offers objective data to communicators, so as to decide which channel; at what preferred frequency; with which communication (PR, Promotion, Advertising, Web marketing); in what seasonality are the most effective and efficient communication mix. I had the privilege of being introduced and working along this tool on an annual and semi-annual basis for household, personal care, food and nutrition brands. That helped me become sharper in associating business targets with the proper communication techniques, and helps me survive with data overloads.

This approach is still today my personal thinking weapon to tackle business-communication issues, and I use it every time there is need for strategic thinking.

My role is to make every communication count...

There is always a Client, so we have to listen and research client's issues. There is always a need for valuable Ideas. There will always be the need for a unique mix of strategic experience, conceptual creativity talent, campaign management, and use of holistic media. This is my arena.

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