Overview
Developed and executed multichannel brand advertising campaigns for a Norwegian broadband service provider, connecting brand-building investment with subscriber acquisition across television, digital, social and direct response channels. Delivered a unified media strategy, agency coordination framework, and attribution model linking brand spend to commercial acquisition outcomes.
Who This Is For
Consumer brands, broadband and telecommunications providers, or subscription services with 200-5,000 employees investing in brand advertising across TV, digital, out-of-home, and direct channels. Seeking a coherent multichannel advertising strategy that connects brand building with performance marketing to grow awareness while driving measurable subscriber or customer acquisition.
The Challenge
The consumer brand operates advertising across multiple channels but those channels are planned and measured independently. Brand advertising builds awareness but is difficult to connect to subscriber growth or commercial acquisition. Performance channels drive short-term response but do not build the brand equity that reduces long-term acquisition cost. The result is a media operation that spends across channels without a coherent strategy connecting brand investment to commercial outcomes. Agency relationships are fragmented with each channel having its own metrics and definition of success.
What We Propose
Multichannel Media Strategy - Integrated media plan connecting brand and performance channels defining how TV, digital, social, out-of-home, and direct channels work together to build brand and drive acquisition. Brand & Performance Integration - Framework connecting brand advertising investment to performance outcomes ensuring brand spend builds equity that reduces long-term acquisition cost. Creative Strategy & Briefing - Advertising creative strategy and agency briefing framework ensuring consistent brand expression across channels and campaign executions. Agency Coordination - Coordination model aligning multiple agency relationships around shared campaign objectives, timelines, and measurement frameworks. Attribution & Measurement - Measurement framework connecting brand advertising investment to subscriber or customer acquisition moving beyond channel-level metrics.
Why It Matters
Brand and performance alignment - Advertising investment that builds long-term brand equity and drives short-term commercial acquisition. Media efficiency - Channels working together as a system reaching audiences at the right moment with the right message. Agency coherence - Multiple agency relationships aligned around shared objectives eliminating duplication and conflicting narratives. Commercial attribution - Brand advertising investment connected to subscriber and customer acquisition outcomes.
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