Carat, Initiative, Mediaedge:CIA, Mindshare, and PHD are charter subscribers of Compose, a new channel-planning software tool designed by Kantar Media Group and built by Pointlogic, reports MediaPost (via MediaBuyerPlanner). Compose analyzes 28 different media channels against consumers' perceptions of their value as they relate to trust, quality, information and purchasing likelihood. Kantar tracked consumers' involvement in 31 product categories and surveyed 60 industry experts, including from the five agency partners, about topics consumers couldn't answer, such as the importance of a day part.

The result, according to those involved, is the ability for the agencies to analyze their channel decisions in conjunction with brand values.

"We will have a real basis for making decisions that will support the priorities of the brand," says Fran Kennish, senior partner and director of strategic planning for Mediaedge:CIA. "We'll be able to set up the brand objectives or change them, and see how the channels impact the plan. And we'll have data to support the decision."