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