Pointlogic and Conill introduce Commspoint Hispanic and Sherlock™
Proprietary channel planning tools to power Hispanic market communications
NEW YORK, June 27, 2013 /PRNewswire/ -- Pointlogic USA and Conill today announced a multi-year agreement on a new media channel allocation tool based on Pointlogic's Commspoint, its industry leading communications planning software. Commspoint Hispanic (Conill's version is named Sherlock™) is the first known channel planning tool to target the rapidly growing Hispanic population in the U.S.
Commspoint Hispanic will give Pointlogic clients the opportunity to develop communication plans using appropriate acculturation levels within the U.S. Hispanic population. Users will be able to immediately determine if a specific media channel (e.g., mobile, television etc) will outshine another for a particular communication effort.
Conill's Sherlock™ employs a unique algorithm to analyze a variety of data points, providing the best possible media engagement plan targeting Hispanic consumers. In all, the tool is able to provide placement advice to clients and brand planners across 58 distinct media channels, including 22 digital touchpoints. It was developed with insights from the agency's brand and media planning and purchasing teams.
"As cultural curators, our media planning tools need to reveal the nuances between ethnic group media consumption and the impact distinct channels have on Hispanics in particular," said Conill Chief Media Communications Officer Brett Dennis. "It's undeniable that media has become intrinsically linked to creative development. Sherlock™ helps us bridge the gap between art and science, while making the channel planning process faster, smarter and more accountable for our clients.
Conill is among the most highly awarded Latino agencies in the U.S. and is a four-time recipient of the prestigious American Association of Advertising Agencies' O'Toole Multicultural Award. It was named Multicultural Agency of the Year by leading industry trade publication Advertising Age in 2010 and 2007. The agency's roster of clients includes Aflac, Kraft, Procter & Gamble, T-Mobile and Toyota Motor Sales.
Web: www.conill.com | Twitter:@Conill
With six offices on four continents. Pointlogic helps some of the world's most renowned advertising agencies, creative agencies, and advertisers better align integrated marketing communications with consumer and expert behavior. Pointlogic's tools are currently deployed worldwide with advertising and creative agencies; media owners; companies spanning multiple verticals; and within government sectors. www.pointlogic.com | Twitter:@Pointlogic
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