Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.
J. Walter Thompson here has established a proprietary database operation called T3–or Thompson Total Targeting–which folds all statistical information on consumers into one system for use in all communications planning disciplines.
Since it addresses all forms of media communication, T3 is a platform that makes it possible to merge, from a quantitative standpoint, all disciplines at the agency, said Andrew Prakken, who heads the agency’s Communications Group, which was formed in January during a restructuring.
That change merged the media department, interactive planning, event marketing, database and direct marketing.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in