Those of you who are involved in the development of advertising and advertising plans know that the planning process is fueled by information. Without good information on what happened with your last campaign – and why – the process of future planning becomes bogged down in debate. Conventional wisdoms, agency opinion versus client opinion, multiple interpretations of incomplete information – these are the hallmarks of a planning process that is undertaken without the benefit of clear hindsight. During the 15 years that I spent on the agency research/planning side, I and my agency and client team members (usually armed only with ad tracking data) lived this scenario with every new planning cycle.
Having started my career at Communicus, I ultimately returned because I saw such a strong need for what we provide – information that helps clients make smarter advertising decisions.
Back at Communicus for many years now, my greatest personal satisfaction comes from watching as clients go from guessing what to do next time to knowing what the best course of action will be.
We at Communicus are proud to be purveyors of the gold standard of advertising research systems. Our commitment is to provide the highest quality data and the most insightful analysis in our quest to help our clients be better informed – to be better able to answer the question: ‘How is your advertising working?’
I look forward to working with you!
Jeri M. Smith
President
Communicus, Inc.
