What is planning at TPA?

TPA Don_t Chase.png
How can TPA help you get more from your advertising spend?
Guernsey Office Shot 1.jpg

Our planning department is here to help your advertising spend work harder.

We bring together brand and communications strategy to help find your audience match and develop a plan that will deliver on your business objectives.

Our principles are simple

Advertising. It’s not all about you
Don’t assume your audience will look at your advertising just because it’s there. You need to grab their attention and connect with them. Effective advertising is born out of understanding what drives you and what drives your audience. Our planning process helps unlock this, and discover what makes you a perfect fit for your audience.

Power of emotion
Emotional connection delivers a higher lifetime value. In fact, consumers that are emotionally invested in your brand have a 306% higher lifetime value, stay with you for much longer (an average of 5.1 years vs. 3.4 years), and will recommend you at a much higher rate (71% vs. 45%)*. As a creative agency, it's our job to communicate that emotional connection and deliver beyond a list of product benefits.


Consideration is everything
Ask someone to name a list of brands in a category (shops, banks, cars etc.) and they will easily name three or four before they start to struggle. If you want your brand to be number one on that list, you need to make it easy for people to remember you amongst the many other brands out there. Sometimes it comes down to just being ‘the red one’ or ‘the blue one’. We are here to help make your brand stand out by making it simple, memorable and ownable.

Familiarity creates favorability
We all have that favourite coffee mug we reach for every day - humans are creatures of habits and our brains love to make shortcuts. Being more familiar with something suits our brains - scientists call it ‘The Mere Exposure Effect’. This model tells us that the more familiar you are with a brand, the more likely you are to buy, recommend or talk about it. So the more consistent you are with your brand, messages and imagery, the more you will create opportunity for brand awareness and recall. It really is that simple.

Play the long game
Advertising body, the IPA, published an extensive research piece showing that longer-term brand activity delivers a better rate of growth. ‘The Long and the Short of it: Balancing the short and long-term effects of marketing’, draws on 996 advertising effectiveness case studies, from 700 brands across 83 sectors, and spans over 30 years of data.

The research shows a need to balance tactical sales-driven campaigns with broader brand building. Instant response activity does a job, but if you want to stick your head up from the parapet, then long-term brand communications are the way to go. The good news is that we can help you navigate how these two strategies sit together and can deliver on all fronts. We’re here to be your communication advisor, as much as your creative department.