David Gaines, chief planning officer at Maxus Global, was elbows-deep in a campaign with a seemingly straightforward objective: Selling a car to women. And, when it comes to television programmed for that particular 50 percent of the population, TV buyers are spoiled for choice.
But then this is the digital age and a deeper insight was needed.
Maxus wanted to know which programs were being watched by financially-independent Australian 30-40-something women with their own (not their husbands’) buying criteria. To do that, they hoped to go beyond what syndicated television insights had to offer.