We realize that data is foundational to the process of media planning and buying, but what makes facts and figures powerful is when they are taken together, to a higher level, where patterns are uncovered and meaningful insights occur. We believe this kind of thinking is the edge our clients need in today’s complex media environment. It produces insights throughout the process we use to achieve more meaningful connections.
This is best illustrated by the concept of the Three-Story Intellect…
All fact collectors, who have no aim beyond their facts, are one-story men. Two-story men compare, reason, generalize, using the labors of the fact collectors as well as their own. Three-story men idealize, imagine, predict. Their best illumination comes from above, through the skylight.
- Client goals and media channels
Reasoning – Sorting – Optimizing
- Sorting and optimizing to create meaning within context of client goals
- Patterns revealed
- Insights uncovered
- Connections are made