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Kinetic announces relaunch of Academy suite of planning tools

18 March, 2009

Relaunch of Academy suite of tools helps Kinetic clients and agencies navigate out-of-home landscape

Kinetic today announces the relaunch of its Academy suite of planning tools, which have been redesigned to take into account developments in the out-of-home marketplace. Academy works as an integral part of Kinetic’s Pathway planning process, supplying comprehensive, scientific support to each stage from interpretation of the original client brief to implementation of the final planning and buying strategy.

Academy optimises Pathway’s value and ensures that all Kinetic planning output is of an equally high standard, delivering a consumer-centric out-of-home strategy and plan.

The tools now include a wealth of further information to help planners make informed decisions on best deployment of an out-of-home budget. Planners are able to look at the most appropriate formats to reach a particular audience, the optimum campaign weight, and even how a potential creative treatment will look within a particular format – by day and by night.

The tools include Selector, which works through TGI and Touchpoints data to find the most appropriate formats to reach specific audiences and to fulfil specific campaign objectives, and also highlights other suitable formats and environments that may not have been initially considered for a campaign; ROADS (Roadside Optimisation Audience Delivery System), which uses POSTAR to identify the most effective weight of campaign by TV region by pinpointing the level at which frequency starts to build faster than coverage; Mirage, a creative visualisation tool that shows artwork in a variety of out-of-home formats, both during the day and at night; and Indicator, a comprehensive and regularly-updated database of out-of-home market information.

Commenting on Academy’s relaunch, Suzanne Hodgins, Kinetic’s Planning Director, said: “The out-of-home marketplace can be complex, but with the help of the Academy suite of tools, Kinetic applies an intelligent and scientific approach to delivering bespoke client solutions. The Academy refresh is reflective of Kinetic’s understanding of the evolving out-of-home landscape and our clients’ needs.”

The tools are available to agencies and clients working with Kinetic.

For further information please contact:
Liz Ross Martyn 07806 640 303  
Nick Mawditt 020 7544 4635  

About Kinetic
Kinetic is the leading Out Of Home media agency that understands how to communicate with people on the move. Kinetic plans and buy all forms of media when the target audience is out of home. Kinetic, led by global CEO Eric Newnham, is 50% owned by the Kinetic management team and 50% owned by WPP. Kinetic delivers wide-ranging specialist expertise through its complementary service divisions including Aviator, Joule (formerly Kinetic Mobile), Kinetic People, Kinetic Intelligence, Zone and Hi Resolution. Kinetic employs over 900 professionals across 42 offices including the UK and US. The agency has global billings of US$4.4 billion.

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