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The Institute of Practitioners in Advertising (IPA) recognised the need for a comprehensive multi-media planning tool to navigate the evolving media landscape and support effective campaign planning and evaluation for advertising and marketing communications agencies in the UK.


In response to this challenge, the IPA commissioned RSMB to design and implement a sophisticated integration methodology for creating a multi-media planning database. RSMB's task was to integrate data from major UK media currencies with the TouchPoints hub survey to develop the TouchPoints Channel Planner, aimed at providing agencies with a holistic view of media consumption and audience behaviour across media channels.

Outcomes & Benefits

1. Holistic Media Planning: RSMB's integration methodology facilitated the creation of the TouchPoints Channel Planner, enabling agencies to conduct multi-media planning and campaign evaluation effectively. By consolidating data from diverse media currencies, agencies gained insights into audience behaviour and media consumption patterns across different channels.

2. Continuous Evolution: Since its inception in 2006,RSMB's ongoing collaboration with the IPA has resulted in regular updates and enhancements to the TouchPoints Channel Planner, ensuring its relevance and effectiveness across the industry. The most recent update in 2023 reflects RSMB's commitment to delivering innovative solutions that meet the evolving needs of advertising agencies as well as accommodating changes in the industry currencies.

3. Industry Recognition: RSMB's work on TouchPoints has been widely acclaimed as "the most ambitious attempt at media integration ever undertaken", highlighting the significance and impact of their collaboration with the IPA. This recognition underscores RSMB's expertise in data integration and their contribution to advancing media planning practices in the advertising industry.

4. Comprehensive Data Insights: The TouchPoints Channel Planner provides agencies with comprehensive insights into audience behaviour, media consumption habits, and cross-media interactions. By leveraging this data, agencies can develop targeted and effective advertising strategies that resonate with their target audiences, leading to improved campaign performance and ROI.

5. Empowering Agencies: Through its partnership with RSMB, the IPA empowers advertising and marketing communications agencies with the tools and insights needed to navigate the complexities of the modern media landscape. The TouchPoints Channel Planner equips agencies with actionable data-driven insights, enabling them to make informed decisions and deliver impactful campaigns for their clients.

"RSMB's pioneering work on the TouchPoints Channel Planner has transformed how we approach multimedia planning and evaluation. Their dedication to innovation and precision has set a new standard for media integration, empowering agencies with actionable insights for more effective campaign strategies."