Ep#3 Connections Role in Effectiveness

Connection Planning Series
Written By On Strategy Showcase

Jon Gittings
International Head of Strategy
Wavemaker
Los Angeles

Connect with Jon
LinkedIn / Wavemaker

Eliza Kaplan
Exec. Director Global Strategy
OMD
New York

Connect with Eliza
LinkedIn / OMD

David Broad
Fmr. Marketing Strategy Director
Spotify
New York

Connect with David
LinkedIn

In this final episode in the series, we talk about Connections Planning from the media agency perspective. Influencing effectiveness is tough in this role. You straddle the worlds of creative ideas and media message distribution. And there are many factors stacked against you. Many you have no influence over, such as media selection, struggles with achieving right reach, SOV’s more limited correlation to share growth and mental availability. 

John Wanamaker’s decades-old saying that “50% of my advertising budget is wasted: the trouble is I don’t know which 50%” is still valid. Today, in an age of unlimited data, that % might be even higher. Thanks to WARC for sponsoring this three episode series. 

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