Audience-First Performance:
How connecting with the mindset and mood of audiences at Work, Rest and Play is a catalyst for better brand and business outcomes from advertising campaigns.
A new wave of data-informed communications planning for marketing effectiveness.
Discover how The Work.Rest.Play planning model enables marketers to tailor their campaigns to the mindset and mood of their audiences, ensuring that every touchpoint is optimised for maximum impact.
Download our latest whitepaper now.
By providing your information, you agree to our privacy policy and consent to receive the requested report. We may also contact you with relevant information about our services. You can withdraw your consent at any time by contacting us at marketing@allresponsemedia.com.
“A new wave of data informed communications planning for marketing effectiveness… A catalyst for better brand and business outcomes from advertising campaigns… A significant leap forward in our understanding and application of audience insights.”
Belinda Beeftink, Research Director, IPA.
Foreword by: Belinda Beeftink, Research Director, IPA.
Imagine my delight when I was asked to write a foreword for this white paper, especially when it combines brilliant use of IPA TouchPoints data with the rigour and understanding that comes from a review of IPA Effectiveness Award winning papers, and in a highly creative way.
First introduced by All Response Media at the 2024 TouchPoints launch, the Work, Rest and Play Planning Model and WRPLive platform offer a new wave of data informed communications planning for marketing effectiveness. This work is a catalyst for better brand and business outcomes from advertising campaigns, and represents a significant leap forward in our understanding and application of audience insights.
By leveraging the IPA’s TouchPoints data, these tools transform our approach from traditional media planning to a comprehensive mar-comms stack insights platform, and all built on the stable framework of the Daily Life Survey data whose methodology has been continually honed by the IPA since 2005.
This shift allows marketers to tailor their campaigns to the mindset and mood of their audiences, ensuring that every touchpoint is optimised
for maximum impact.
The insights presented here are backed by rigorous analysis, including a review of IPA Effectiveness Award winners dating back to 2000. These case studies highlight how understanding audience mindset and mood can drive powerful marketing investment returns. For instance, the innovative use of outdoor media in Johnny Walker’s “Keep Walking” campaign demonstrates the potential of contextually relevant advertising to resonate deeply with target audiences.
As we navigate an era where marketing efforts are often characterised by content overload and audience fatigue, the principles outlined in this white paper offer a blueprint for reducing waste and enhancing effectiveness. By focusing on the audience’s state of mind at Work, Rest, and Play, marketers can create more meaningful connections and achieve better brand and business outcomes.
It is this novel use of TouchPoints data that contributes to increasing and interesting debate around planning for campaign effectiveness, a subject close to all our hearts.
The Work.Rest.Play. Planning Model and value creation.
Researched to help marketers achieve the shift from waste creation to value creation.
01
Campaign activation in sync with the mindset and mood of audience.
02
The activation of media channels and formats with high propensity to perform at the moment they’re received.
03
Advertising assets that fit with the mindset and mood of the moment.
04
Messaging designed to motivate audience action in the moment (levaraging heuristics and nudges).
05
Campaigns are streamlined through removal of wasteful (non-WRP adherant) assets.
06
Agency resources focused on development of high-performance campaigns.
07
Media investment is focused on high-performance moments.
08
Stronger sustainability impact via fewer, harder working assets.
09
Cumulative impact on outcomes as WRP techniques are deployed.
10
Alignment with delivery of desired brand and business outcomes, not just media metrics.
[RECORDED IPA EVENT – AUGUST 2024]
See how WRP is optimising the way brands plan and buy their media.
TouchPoints is the IPA’s unique consumer-centric, annual cross-media dataset. We were invited to deliver a talk on how WRP is revolutionising media planning and buying, where we also delivered an audience Q&A session.
Alongside the talk is an exclusive overview of the top-line results and insights from the very latest TouchPoints Daily Life, including two waves of data, enabling us to look at the effect of seasonality.
Download the Audience-First whitepaper now.
Discover How connecting with the mindset and mood of audiences at Work, Rest and Play is a catalyst for better brand and business outcomes from advertising campaigns.
By providing your information, you agree to our privacy policy and consent to receive the requested report. We may also contact you with relevant information about our services. You can withdraw your consent at any time by contacting us at marketing@allresponsemedia.com.
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