Connections Planning Account Manager

Comms/Strategic Planning London, England


Description

Position at Mindshare

About the Connections Planner

Connections Planners build on the defined approach to audiences, connections, content and measurement to design the most effective and innovative plan to deliver the defined business objectives. They specify how to build and target specified audiences in addressable and non-addressable media, and validate the approach to ensure that the defined audience can be connected with at the scale required.

Taking the Connections Strategy and Framework, the Connections Planners design the Connections Ecosystem and create the Connections Plan to show how we will to connect with each audience. In parallel, the Connections Idea is developed into a Connected Experience and the measurement and testing framework to inform the plan (including in-channel and cross-channel media metrics and criteria for decision-making) is designed

Connections Planners are responsible for:

  • Designing an approach that specifies how and where we will connect with defined audiences in media
  • Designing the Connections Ecosystem & Plan
  • Designing the Connected Experience
  • Designing measurement & testing framework to inform the plan

Key Responsibilities for the Connections Planners are:

The Connection Planner has 4 key responsibilities – to design the solution to the Client Challenge across Audiences, Connections, Content and Measurement

Audiences

Taking the defined audience(s), design an approach that specifies how we will identify and target specified audiences in addressable and non-addressable media. Validate approach by ensuring we can connect with the defined audience at the scale required.

  • Design the audience targeting approach for both addressable and nonaddressable media. The ways of doing this will depend on the audience data available and the channel selection i.e. addressable v non addressable media.
  • Create a detailed overview by completing the audience targeting matrix i.e. How will we connect with the audience(s) defined in 2A?
  • When necessary, decide what third party data needs to be bought to supplement existing data. Decision made on the basis of a cost benefit analysis. If data is purchased account for this cost in the budget.

Connections

  • Take the Connections Strategy and Framework and design the Connections Ecosystem, a detailed view of how connections will work Collapse the Ecosystem into a Connections Plan that shows how we will to connect with each audience.
  • Create a live data visualisation of The Ecosystem
  • In parallel develop the Connections Plan. At this stage this will show the "audience view", detailing how we will connect with each audience through each channel defined in the Connections Framework. It will also show clear direction on how we will execute within each channel e.g. websites visited, TV programmes watched, social network engagement, content formats required

About the Connections Planning Team

At Mindshare we provide answers to our business challenges by creating the most innovative and effective media solutions possible. We do this by understanding the clients challenge, engaging the right audiences by creating the right connections and content, wrapped in measurement frameworks that demonstrate success. We define, design, build and adapt across audiences, connections, content and measurement.

The Connections Planning team plays a crucial role in designing the audiences, connections, content and measurement that deliver the most innovative and effective solutions to clients. To do this requires a team of people with a high degree of knowledge of the UK media market and a deep understanding of the role of technology in driving opportunities to target audiences, it’s impact on the connections and content that will engage people, and how media can be measured and optimised.

Members of the team understand consumer trends and are able to translate insights and strategic direction into actionable media solutions. They interact with a wide range of other teams including Intelligence and Strategic Planning, the specialist channel teams that execute the media, and the Live Planning team that optimises across all media channels

More About Mindshare

We invest heavily in staff development- training is extensive from the most junior level with mock pitches, cross-media training, and learning modules in conjunction with the GroupM University. We work hard to create a coaching culture across the agency and have launched training programmes including a “Future Leaders Programme”- a 12-month modular learning course designed to accelerate staff development and to expose employees to new areas of the business, and in January 2012 Huddle was launched- an innovative future planning discussion collaborating across our global network. Find out more here: www.mindshareworld.com/uk/about/huddle

It’s not all work here - Mindshare hold social events for everyone including festive and summer parties and monthly get-togethers. February 2012 saw Mindshare’s first subsidised ski-trip, which was a roaring success and is now into its 4th year!

 

We are an equal opportunities employer. All GroupM agencies are equal opportunities employers and welcome applications from all suitably qualified persons regardless of their race, gender identity, disability, culture/religion/belief, sexual orientation or age.