An advertising campaign is an arrangement images and phrases presented over time in a variety of media with the intention of establishing a memorable emotional link with its audience. The test of great campaign however, is not that one recalls the key message, but that one’s behavior is altered by that message.

As the costs of media have risen, so too has the advertiser’s need to see results from campaign spending. Technology has provided us with a collection of tools; bar codes, cookies, click-thru’s, web analytics, Audit Bureau of Circulation, Nielsen Ratings and Alexa Rankings to affirm activity, but the technology cannot integrate, promote, leverage and cross market to the advantage of the client to enhance the performance of a campaign.

It has been proven over time that managing a successful ad campaign begins at the end of the business cycle; sales. Understanding the back-office complexities and supporting the final transaction; supply chain, pricing, packaging, distribution, plan-o-grams, online and offline channels, inventory management and the competition is key to creating a memorable campaign. For without sales there is no funding to support media frequency which is crucial to raising consumer and retailer awareness in a world where the volume of messages is always overwhelming.