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Joint Communications was formed in 1977 as a consulting and
research company that specialized in media and consumer trends. We began by focusing on radio and quickly branched out into
television and magazines.
Before long, we had attracted an exciting group of clients who were interested in figuring
out how to tap into new trends, particularly The Baby Boom. They wanted to understand this massive new consumer base and
provide products they wanted – particularly entertainment products. We were glad to help.
Our clients included
Rolling Stone Magazine, all 3 major networks (ABC, NBC and CBS), Viacom (MTV), consumer goods (S.C. Johnson, Molsons), recording
stars (Bryan Adams among others) and many more. We conducted hundreds of market research studies and strategic plans, focusing
on what the customer wanted and how to give it to them. We created radio shows and television shows. Our CEO, John Parikhal,
even wrote a book titled The Baby Boom.
As our business evolved, our trend spotting and format focus moved well
beyond Boomers into Generation X, emerging Hispanic opportunities, African-Americans and then to the Internet. We continued
to apply smart research, high order creativity and a healthy dose of contrarian thinking to everything we did.
We
helped Viacom re-invent VH1, re-formatted hundreds of radio stations to take advantage of fragmentation (in the US as well
as Canada, Europe, South America and Australia), worked with banks, retail electronics, beer companies and others who wanted
to understand their customer better.
We have been influenced by management guru Peter Drucker’s view about
the companies of the future – particularly his idea of Organizations of Associations. It allowed us to provide a higher
level of service and quality at a more efficient cost. And, it allowed us to jump right into the Digital Revolution by identifying
and partnering with the strongest talent in the field.
Today, nearly 30 years after we began, we still keep our
focus on “what’s next”. We identify opportunity in change – whether it’s generational (Boomers
and others), ethnic (opportunities in Hispanic, Black and immigrant needs), technological (the Internet in all its flavors),
or cultural (religious and other shifts). We continue to research, consult and create, working closely with our global team
of top notch associates.
Our focus is trends, media and strategy.
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