Abstract:

Everyone involved in communications is challenged by today's environment where people are faced with burgeoning choice, content can be designed by the individual, advertising is increasingly easy to avoid and attention is fragmented. 'Engaging' with audiences has become the objective of all campaigns, with a requirement for joined up solutions that consider all times and places where people can meet brands. These objectives have forced media agencies to seek new ways to assess the impact and value of communications vehicles. This paper describes Connections, a solution developed by the GroupM agencies in partnership with Millward Brown.