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Build your media strategy around your consumer franchise, customers plus prime prospects, not around broad reach

Brand loyalty matters more than just about anything to profitable brand growth. Here are 5 reasons and actions to take

Turn trackers into a predictive tool… input ad spending increases and alternative attributes

Best media strategy requires 1) get the segment right, 2) get the audiences right that deliver a high concentration of that segment.

Just released…a new media planning model that improves ROI by 50%

In: addressabale advertising, addressable marketing
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Target the Movable Middle…consumers with a mid-range probability of buying your brand.