Ad Age: Bartle Bogle Hegarty’s response to the rapidly evolving ways consumers are using media is a newfangled discipline dubbed “engagement planning.”
Kevin Brown, 43, who worked at BBH from 1990 to 1995, now leads the recently launched unit as director. Mr. Brown said engagement planning brings knowledge, insights and ideas about consumers’ media usage to the creative process.
Engagement planning, as he sees it, overlaps in some ways “communications planning” and “channel planning,” both of which aim to connect a brand message and consumers at a time when consumers are most receptive. The difference, Mr. Brown said, is that engagement planning is part of the creative process.
“We believe you have to make it part of the [agency] culture,” he said. “It is about ideas that spring from people who come from different disciplines working together.”
