Orbit is MPP's proprietary marketing operating system. Three connected layers keep the program moving: Hi-5 at the core, an Intelligence Layer that turns data and research into strategy and creative direction, and an Activation Layer where channels reach the market. Campaigns start and stop. Orbit keeps the intelligence moving, feeding what each cycle learns back into the next.
Most multi-channel media programs fall short for a specific reason, and it's rarely the channels themselves. The problem is that the channels never share information. Paid search operates against its own goals with its own reporting. Paid social runs against different ones. Traditional media works on its own schedule with its own measurement logic. Each channel generates data. That data rarely crosses the boundaries between vendors, teams, or platforms.
Every channel has data. The problem is getting that data to work across all of them.
The result is a program that can't learn from itself. Optimization in one channel doesn't inform what's happening in another. Budget moves slowly because there's no shared signal telling the program what's working across the full picture. When performance shifts, answering why takes longer than it should and costs more than it needs to.
Orbit addresses the connection problem directly. Every channel runs through a single system where decisions, data, and budget adjustments happen with the full program in view.
Every Orbit program is governed by the Hi-5 Framework, MPP's five-question planning and optimization methodology. Hi-5 determines how audience, message, channel, budget, and measurement decisions get made, and how they get revisited as the program generates data. It's the engine at the center of the system, the part that keeps Orbit moving rather than sitting still.
Surrounding the core is the Intelligence Layer: research, strategy, messaging, creative, and data. This is where audience signals become channel strategy, where brand direction becomes a media plan, and where performance data from one cycle becomes the brief for the next. Without the Intelligence Layer, the Activation Layer is just spend. With it, the spend is informed by everything the program has already learned.
The Activation Layer is where the program meets the market. Every active channel operates here: paid search, paid social, programmatic display, streaming TV and video, streaming audio, broadcast TV, radio, and out-of-home. Which channels run, at what investment, and with what creative are all decisions that flow outward from the Intelligence Layer and the Hi-5 Core. The Activation Layer executes. The layers behind it decide.
Every program cycle generates data: reach, frequency, completion rates, conversion signals, audience behavior across every active channel. That data flows back through the Intelligence Layer, where it shapes what the next cycle says, where it runs, and how the budget is distributed. The Hi-5 Framework applies it as a diagnostic — not after the program ends, but while it's running.
Programs running inside Orbit get faster and more precise with optimization over time. Early cycles establish baselines and test the plan's assumptions about audience fit, message performance, and channel mix. Later cycles apply what the system has already learned, with measured evidence behind every decision rather than inference. A program in its second year inside Orbit carries a real advantage over one in its first quarter because the system has been accumulating signal the entire time.
That's the distinction between running a program inside Orbit and managing a recurring series of campaigns. Campaigns reset.
Orbit doesn't.
Core vs. Explore is the allocation framework that governs how MPP distributes investment across channels, formats, and audiences. Proven approaches hold the core allocation. A defined portion of the budget tests new ones. When a test produces measurable improvement, it moves into the core. When it doesn't, it stops.
