James provided advertising strategy and planning support many times throughout his career and taught media strategy at Leo Burnett  He is experienced in both traditional and digital media advertising,  His work in advertiser and agency roles at Microsoft and Leo Burnett/Starcom focused on media planning strategy, optimization, marketing mix modeling, KPI setting, tracking, creative effectiveness, media effectiveness, and new media.  James also managed media agencies, and agency retainers from the client side.

What we do:

  • Advertising campaign strategy
  • Propose key messaging
  • Write a creative brief including creative nuisances for each media type and target
  • Provide you with audience targets and where best to reach them
  • Evaluate media plans for effectiveness and efficiency
  • Maximize campaign effectiveness via creative pretesting
  • Create metrics to measure performance during and after a campaign

Media types included:

  • Paid, earned and owned media
  • Television
  • Print
  • Radio
  • Digital
  • Social
  • Emerging media
  • SEO, SEA, SEM, Search Engine Marketing, Paid Search

Measurement:

  • Recall
  • Stopping Power
  • Brand lift
  • Brand Image
  • Purchase Intent

Methodology:

  • Messaging Research
  • KPI Development
  • Goal Setting
  • Creative Tests
  • Neurological Testing
  • Eye Tracking
  • Pre-Post Tracking Studies
  • Marketing Mix Modeling
  • In-Campaign Optimization
  • Media Planning Analysis
  • Media Effectiveness
  • Appropriate Media Weight
  • Campaign Pricing