It goes without saying that integrated communications are more effective than disjointed approaches. Consistent messages are far more likely to cut through noise, and their use across different media (i.e. TVC, package, Facebook) creates many more avenues to stimulate customers to buy and use brands.

Effective integrated communications campaigns are optimized for target group relevance, brand fit, brand learning, strategic fit, contrast with competitor advertising, continuity and cross media consistency. In order to achieve more integrated communications, however, insights must guide strategy and focus creative development. But too often, the insights that triggered the communication concept are ignored during the creative process. And the role of research is relegated to pre-testing ads that are already off course.
Market Logic can help to turn this situation around. The software generates insights from your data and knowledge, and then provides methods to make sure these insights are used as a guiding light through the creative process.

To help you formulate your brand and campaign strategy, Market Logic reveals your positioning as it is perceived in the heads of customers and helps you to easily convert your strategy into a concise creative brief.

In creative development, Market Logic empowers you to decode and deeply analyze scripts, storyboards and animatics. This information is then used, together with your existing data and knowledge, to measure and compare agency proposals and pinpoint opportunities for improvement. A specially designed creative evaluation scorecard shows target group relevance, brand fit, brand learning, strategic fit, contrast with competitor advertising, continuity and cross media consistency.

The goal is to carefully assess and improve a campaign based on your existing data and knowledge, before investing in production and pre-testing.