The Alternative

Marketing in the
Fourth Dimension

Synchronizing your earned, owned,
and paid media initiatives

NEW ven diagram1 The Alternative

Given the mind-numbingly numerous media options at our disposal in the post-digital interactive age, brand managers are increasingly challenged to manage multiple facets of their brand’s earned, owned, and paid media assets. Trying to keep all of the pieces and partners connected can be a cumbersome and time-consuming exercise in vendor management, and at times can feel like utter guesswork. But Plan B’s 4D approach is the balanced, collaborative, and big-picture oversight that leads to greater synergy in your marketing spend, and permits strategic real-time reallocation of resources if market needs should dictate, or if objectives should change. If you’re in tune with this thinking, consider a rebalancing act of your own—with help from the 4D thinkers at Plan B.