Media-Neutral Planning key to Brand Equity

P&G, Yahoo, LG, Google & MTI share cases at Pakistan International Congress

“If you start your Marcom Planning with a conventional media approach, you are unlikely to be effective – in a business environment characterised by Changing Consumer Lifestyles, an Over Communicated Society and emerging Lifestyle based Marcom Options” is the key message coming out of the recently concluded Octara International Conference in Pakistan. The thinking was echoed by prominent speakers from P&G, LG, Hill & Knowlton, MTI Consulting, Yahoo and Google

The conference explored the concept of truly media neutral Marcom Planning for Brand Success, with case studies from P&G and LG how they built strong brands by applying media-neutrality

Media-Neutral Marcom Planning requires starting with a Clean Slate, with the Consumer Conversion Challenge as the starting point, based on which the Marcom Objectives are set and then 360 Degree Search of Media Development