The Global Media Planner platform, part of the dentsu.Connect operating system, unifies full-funnel planning, drives more efficient marketing investment, and fosters a stronger connection between brand and commerce

Dentsu announced today the launch of Global Media Planner, part of its integrated operating system, dentsu. Connect—an innovative, next-generation through-the-line (TTL) planning solution that brings together retail and shopper environments, point-of-sale and bar activations, paid media, branded content, sponsorships, and experiences into a single audience-driven ecosystem spanning 15 global markets. Brazil is one of them. 

Powered by an advanced Attention database—developed in partnership with Lumen, a global Attention technology company—the platform combines global and local benchmarks with client-specific studies. Thus, it evaluates audiences not only by media exposure but also by brand recognition, affinity, purchasing behavior, and off-trade activities.

Teams can plan where to allocate budgets, forecast results, and design combinations of touchpoints and formats across all disciplines—without silos—using a common objective and a common currency. Clients can now build plans starting from the point of purchase or, conversely, from the screen—marking a fundamental shift in how integrated marketing is planned, executed, and measured.

For Viviana Maurman, VP of Media at dentsu Brazil — one of the markets where Global Media Planner is already being used for some clients—this development represents a step forward for the industry: “The platform allows us not only to truly integrate touchpoints with the audience, but also, and most importantly, to take ‘Attention’ into account in a more efficient and optimized way to deliver better business results for our clients.”

The solution is currently being implemented for an initial group of global clients across various industries. Dentsu plans to soon integrate its media and production capabilities, offering a comprehensive system that addresses everything from business challenges to measurable commercial results. Early implementations indicate that unified TTL scenario planning can generate significant increases in reach, frequency, and brand power within existing budgets.

“For decades, marketing has been planned in a fragmented way,” said Will Swayne, Global President, Media, Dentsu. “While integrated planning has evolved, the separation between ATL and BTL decisions has remained entrenched in processes and structure. Media Planner eliminates these artificial divisions. It allows brands to design complete customer relationship systems, rather than isolated campaigns. This isn’t just better planning—it’s a structural shift in how growth is built.”

Media Planner builds on Dentsu’s long legacy of media innovation—from the founding of Carat as the world’s first media agency to the current evolution of integrated planning. The initiative is part of Dentsu’s broader Media++ strategy, designed to connect media, data, technology, and production into a single growth engine. By eliminating structural silos and aligning planning with business outcomes rather than channel boundaries, Media++ positions media not as an isolated discipline, but as the operating system that connects creativity, commerce, and experience.