Our concept of Connections Planning integrates the work of Account and Brand Planners as well as Media and Analytics, and Social Media. Its core idea is to engage customers where they are and not by putting the customer’s media use into the center of attention. Its goal is to use the strength of data-driven marketing activities and integrate all other disciplines to strategically interact with the user and maximize value for all stakeholders.

Connections Planning is a young term. And there are some definitions around and some agencies might find different approaches for the same term. The reason for this post is, I found two interesting decks lately which revolve around the term ‘Connections Planning’. And both are pretty insightful and definitely worth to take a look at.

(...)
Read the rest of Connections Planning. What is it actually? (297 words)