Channel Planning is about ensuring the right channels are selected and brought into play in the most powerful and compelling way to connect a brand, a product and an audience. And the key variable there? The audience.
Who can claim to best understand the consumer? Clearly, because of their historic focus, the direct agency, who better to get how consumer insight is used to drive a communications strategy, and how working collaboratively with disciplines, clients and partner agencies is critical to both success and the ability to track and measure that success?
The right message, at the right time, in the right place (based on the three dimensions of relevance - contextual, temporal and experiential). An understanding of lifestyle/stage, attitude and behaviour, coupled with the broadest possible understanding of what constitutes an influential communication touch-point will lead to more relevance and therefore to much more powerful audience engagement.