Audiences & targeting
Audience persona
An audience persona is a structured description of a priority audience: who they are, what motivates them, how they behave in media and, critically, the targetable platform proxies that reach them. A persona that cannot be bought is a slide, not a planning tool.
In practice
The operational test of a persona is the mapping: this persona equals these job titles on LinkedIn, these intent queries on Google, this lookalike seed on Meta. Record the mapping in the plan so strategy and activation stay connected.
Personas should be reusable assets that compound across campaigns, not artefacts recreated from scratch for every brief.