Audiences
Audience-first media planning. Because the best channel is the one your audience is actually on.
Most media agencies start with channels and work backwards to audiences. We do it the other way around.
Every campaign we plan begins with a clear definition of who needs to be reached – their media habits, their cultural touchpoints, their daily environments – and then builds the channel mix around them. We work across three audience types: national audiences at scale, local and regional audiences, and the multicultural and ethnic audiences that represent our core specialism.
National audiences
Reach the UK at scale through a strategic mix of broadcast, digital and outdoor media. We plan national campaigns that balance reach, frequency and cost efficiency across all channels.
Local audiences
Targeted regional and local campaigns for brands looking to drive awareness and response in specific areas. Community radio, local OOH, geo-targeted digital display and local press.
Ethnic and multicultural audiences
Our founding specialism and our greatest area of expertise. We reach South Asian, Black British and other multicultural communities through the media they actually consume – specialist TV, ethnic radio, community press, targeted OOH – and culturally contextual digital placements.
Audience planning for agencies
We work with agencies as a specialist audience planning partner – particularly for multicultural and ethnic audience briefs that require cultural knowledge alongside media buying expertise. If your agency has an audience challenge that you’re not sure how to approach, let’s talk.
FAQ’s
Can you plan a campaign that combines national, local and ethnic audiences?
Absolutely, this is our specialism and we can plan a campaign with as specific an audience as you need.
What data do you use to plan audience targeting?
We have access to a range of data sources, which ones we use for a specific campaign will vary depending on who we are trying to reach. Our data sources include the likes of ONS, Route, BARB and RAJAR among others.
