Abstract:

As more and more companies market their brands at the multi-country level and as the media function in major international agencies continues to increase in stature, media research and systems personnel faced with the challenge of developing and evaluating media planning processes and systems that can be used on a worldwide basis. This paper offers a first-hand look at the complexities of developing branded planning tools for the global Leo Burnett Media network. It looks at definitional differences in the use of key media terms, the conceptual framework and the sequencing of the planning process.