HEADLINES: CIA launches "channel neutral" division

<p>CIA Medianetwork has rolled out a new division which will present </p><p>clients with a "channel neutral" approach to communications planning in </p><p>order to span the whole remit of the consumer-brand connection. </p><p><BR><BR> </p><p>Called Communications Channel Planning (CCP), the new division will </p><p>provide guidance for clients which demand positive synergies across </p><p>their marketing activities and greater return on their investments. </p><p><BR><BR> </p><p>The new unit is being headed by Julia Singleton, formerly client </p><p>services director of J. Walter Thompson Singapore. The regional role is </p><p>based out of Singapore, but will cover clients on an Asia-Pacific </p><p>basis. </p><p><BR><BR> </p><p>"Channel neutral means the planning process will prioritise the </p><p>brand-consumer connection, whether it be traditional media, PR, DM or </p><p>whatever. </p><p><BR><BR> </p><p>This is different from an ad agency's approach which is to naturally </p><p>gravitate towards traditional media," Ms Singleton said. </p><p><BR><BR> </p>