INSIGHTS NOT ANECDOTES
We love a well told story. But this is often a sample size of one. We prefer a robust data set over an anecdote. IDENTITY bring the widest range of tools and past campaign learnings to develop a bespoke campaign insights. In addition to standard industry tools such as Roy Morgan, we use learnings from past campaigns and proprietary tools such as DIMPLE, sourced from the latest Census.
STRATEGY BEFORE A MEDIA SCHEDULE
Our response isn’t just a media schedule. Our Infinity Strategic process is unique in the multicultural marketing industry. Fuelled by bespoke insights, IDENTITY’s Infinity uncovers the key challenge for your brand and recommends the best way to connect with your audience. This informs our solution including channel and media selection.
ETHNIC MEDIA PLANNING TOOL
DIRETTO is IDENTITY’s proprietary ethnic media planning tool. Data is sourced from surveys of CALD (culturally and linguistically diverse audiences) media consumption habits.
The survey reveals weekly and monthly consumption of ‘mainstream’ as well as in-language media across all channels including print, radio, TV, digital and social. Currently DIRETTO contains data for Chinese audiences. We will be extending the survey to other languages in the future.
INDIGENOUS MEDIA PLANNING TOOL
IAR (Indigenous Audience Research) is Australia’s most powerful planning tool for Australia’s Aboriginal and Torres Strait Island audience. Data is sourced from Media consumption and communication preferences of Aboriginal and Torres Strait Islander audiences, Commonwealth of Australia, Department of Finance, Communications Advice Branch.
IAR holdS data on weekly and monthly consumption of ‘mainstream’ as well as Indigenous media across all channels including print, radio, TV, digital and social. This tool is an IDENTITY proprietary tool.
BUILT FOR COLLABORATION
IDENTITY’s Infinity process is built for collaboration. We understand that success is built on collaboration with key stakeholders. Our Infinity process allows us to work successfully with clients directly or in collaboration with your creative and/or media agencies. We currently work successfully with a range of client’s agencies from UM, Initiative, Host/Havas, Zenith, Ogilvy, Colenso BBDO and PHD Media.
IDENTITY is Australia’s largest multicultural marketing agency, with a client list that includes Australian Government, nbn Co, Hyundai Motor Corporation of Australia, Transport for NSW, Cancer Institute, Optus, Sydney Water, Spark NZ, SunRice. This scale allows us to negotiate rates that are up to 65% lower than card rate for clients.