Our clients navigate in a new marketing communications model.

The accessibility of digital platforms dramatically changes how media is handled:

• Mass media become less efficient as consumers gain greater access to a wider variety of media
• Mass audiences migrate towards greater and more specific targets
• The consumer now decides when to listen to a given message as the media increasingly lose this power

As the revolution gathers pace, the traditional mass media and message driven approach delivers less for more.

Exclusive to Carat, the ICP planning process takes us down a path towards a new way of thinking and navigates us through a more complex media landscape.

The purpose of the Integrated Communications Planning framework is to help us develop consumer led, digitally ahead communications programs with a measurable impact on our clients’ business.

The consumer is at the heart of our experts’ strategic thinking process for each and every client.

Integration and specialisation is the way we achieve a strong strategic plan, brilliantly executed on the ground.

The ICP process is designed to be used by our client teams and it also enables our specialists in strategic media planning; media execution and planning; digital strategy; social media; sponsorship and media creativity; event marketing and public relations; branded content; sustainable development; and consumer insight, to contribute to the thinking process to better integrate our clients’ communications planning.