Asia’s integration challenge

Integrated channel planning in Asia faces region-specific challenges. Syndicated media usage products let us go beyond broad demographic targeting, category usage and very generalised lifestyle and/or psychographic statements.

Asia's integration challenge

Guy Hearn Omnicom Media Group, Asia Pacific

Unilever and HP are two advertisers who have overcome Asia's general lack of structural integration and poor segmentation data

Integrated channel planning, or 360° planning, or media neutral planning, have been buzzwords for a few years now. Essentially, it means using a combination of media to achieve specific objectives within a communications framework. Rather than si