At King Ursa we look through this lens in our connections planning approach. A process that kicks off every project and involves input from our entire team (analytics, strategy, media, account leads and creative). In this process we seek to elevate the intention of a conversion journey (awareness / consideration / conversion) into ensuring we connect and deliver a correlating benefit at each potential touch point. Every investment made by a client (be it media or content) isn’t about forcing someone through the funnel, but rather independently building its associated value to the intended audience – in context – at each potential touchpoint – or – “the messy middle”.

Our team is also looking to change the perspective on the true intention of media buying. Outside of delivering on business objectives and KPIs, we see this investment as a form of data acquisition and research where, concluding every media buy, builds increased clarity of “the messy middle”. Questions based measurement frameworks are needed upfront in the planning process to ensure this can happe