Connections Theory in Media Planning (TBWA India)
Giving an altogether different and a fresh perspective to idea delivery, “Connections” is a concept that orients the strategies delivered at all consumer touchpoints. The purpose of this model is to plan the execution of the idea at the generation step itself, rather than follow the traditional model of idea generation --> idea execution --> idea delivery!
It helps determine an optimal mix of the media at all pertinent consumer touch points, analyze the anticipated consumer behavior and evaluate the media to be used to reach those touch points that result in the most cost-effective, relevant and advantageous approach!
CONNECTIONS disrupts outdated conventions of media planning. The 'who' could be not just the end-user, but also management, staff, investors, media, governments or suppliers. CONNECTIONS also defines the 'where' and 'when' as anything and everything that exists between your brand and your audiences. Most importantly it seeks to measure the level of involvement of the prospect with the brand.
(Source: TBWA India “Connections”)
The connection wheel explicates the delivery of the idea based on an assessment and evaluation of the various available tools and sources of media.
It represents all connections that communicate a brand's reputation, relationship or identity to the consumer. As an assessment tool, the wheel enables us to see at a glance what activities a brand has undertaken.
(Source: TBWA India Connection Wheel)
By the way, do you know what does TBWA stand for?
According to Wikipedia,
TBWA\ was founded in 1970 in Paris, France, as a merger between Tragos American Management, Bonnange French Marketing, Wiesendanger Swiss Creation, and Ajroldi Italian Client Services.