The Boomerang approach starts with a media neutral communications strategy; not with a series of specialty strategies clamped onto an advertising strategy.

An integrated solution arises logically from a close analysis of your target audience and your Most Valuable Customers (MVCs). Your MVCs demographics and lifestyle, state of mind and media usage are the best clues to which combination is likely to bring maximum results, and the maximum number of new customers.

Every element of an integrated mix - advertising, direct mail, on-line - springs naturally from and reinforces the single strategic thought behind the campaign.