Comms and Planning with Tom


From talent acquisiton to talent. Tom is one of Carat’s new recruits, officially being a Comms and Planning Assistant. The first thing Tom said that made an impression on me was regarding the clients he was working on: Diageo (Guinness, Smirnoff, Baileys), Phillips but most excitingly Lego!

Despite being a new planning recruit he was already involved creatively and I think this was helped in part by the seating arrangement. People working on the same client sit together. When I asked Tom what it was he actually did he said he deals with client queries, researches a brand’s performance through various media channels, analyses consumer behaviour – all in the name of planning the best path to take a certain brand wishing to deliver a certain message.

Before I dragged him away from his desk, Tom had been working on Lego’s media planning. Lego have several brands – Lego, Lego Friends, Duplo – all aimed at different demographics. Lego Friends for example is targetted at young girls. In order to discover the best media channel to use in this instance Tom needed to know something about this demographic’s behaviour. Through looking at surveys and research Tom found that when young girls get home from school a high proportion of them who wish to keep talking to their friends use Skype to continue their conversations. Skype at this time of day then is an obvious avenue to explore when trying to market this brand.

Having studied Human Resource Management at uni Tom had enjoyed the marketing elements of his course and that led him to Carat. The best things so far were the social atmosphere, the fact he had two line managers to call upon when needed and the free food from clients!

All the talk of targetting demographics and Lego brands was giving me a very Mad Men-y vibe. Had he seen it? No! More of this later.