[CASE STUDY]
INVESTING IN
BRAND TARGETS
Ingenuity Media at the Martin Agency
It is surprising how much time and energy is devoted to identifying the right target audiences for a brand, yet how under-leveraged those
target insights are in media
planning or investment.
Demographics have been
the benchmark for media
currency for years.
More recently, the availabil-
ity of more granular respondent
level data and the ability to
process and analyze “Big
Data” have undergone rapid
advancement. Not only is it
possible to efficiently imple-
ment more precise brand
targeting in media planning,
these advancements provide
marketers with a way to
seamlessly integrate content
and context planning.
The Martin Agency is
committed to the vision that
creative and media services
should be unified, and under
one roof. We work diligently
with clients to identify the best
brand consumers and pros-
pects. We’re driven to develop
brand experiences that ignite
passion and loyalty, enabling
both brands and their consum-
ers to collaborate in crafting the
brand’s story and personal
relevance. In our agency, getting
this right is so important we
build detailed target segmenta-
tions and profiles using both
client and third party respondent
level data from partners like GfK
MRI, USA TouchPoints, Nielsen,
and others. This targeting work
not only guides our brand
strategy and creative, but also
our entire media planning and
investment process — from
media selection through post-
buy analysis.
6 | May 2012 ANA Thought Leadership Series
www.ana.net
