Katz Marketing Solutions Adopts Planning Tool

To help media and planning agencies maximize their clients’ dollars in radio, Katz Marketing Solutions will subscribed to Compose, a planning tool developed by PointLogic and WPP’s KMR Group.

The move marks the first time an ad sales organization has subscribed to a strategic communications planning tool, according to Bob McCurdy, president of KMS.

Formed at the start of the new year, KMS, a division of Katz Media Group, is working to change how national spot radio is sold by leveraging radio across all platforms and developing customized campaigns that go beyond traditional definitions of inventory. As part of that mission, KMS intends to start the dialog with advertisers in the planning stages before the media mix is determined.

“This will enable us to earn a voice at key agency planning levels to discuss how radio complements their channel planning goals,” McCurdy said.

Compose will help KMS develop and quantify content across multi-media radio platforms on behalf of Katz’s radio station portfolio. Agencies that use Compose include some of the nation’s largest such as PHD, Universal McCann, Mediaedge: cia, Mindshare, Ogilvy, and Draft FCB.

Adding expertise to go with the new tool, KMS also hired Andrea de Cordova, vp of strategic planning. Formerly U.S. director of planning and sales for KMR Group, de Cordova will lead KMS’ effort to work closely with agency planning departments.