Concert:

Concert^TM lies at the heart of our planning approach, both on a global and local scale and is designed as a response to our industry's demands on integrating all consumer touch points and coordinating all communications activities. Advertisers now demand an approach that embraces the concepts of consumer targeting, communication task and creativity within the same process, and the essence of this planning philosophy centers around the maximum understanding of consumers, categories and channels.

This consumer-centric Total Communications Planning approach is a strategic roadmap that takes us from analysis to idea generation to execution to diagnostics and back to analysis.

Concert was designed to address what we see as the New Marketing Paradigm, namely marketers shifting focus from the seller to the buyer as they recognise the increasing power of consumers and their ability to consume media on their own terms. Concert, therefore, fosters a greater understanding of the consumer and results in more tailored communications solutions.

Concert is a cycle that works through 4 stages

EXPLORATION & ANALYSIS

Designed to arrive at a deep understanding of emotional and behavioural motivators of the consumer. It systematically explores and analyses all relevant variables (business goals, market landscape and brand consideration) for a comprehensive channel exploration and identification of the key relevant consumer touch points.

SYNTHESIS AND VISION

Designed to drive creative thinking and concentrate efforts behind the key insights that drive brand differentiation. It also prioritises communication goals and forms the basis for the strategic platform. The output is a Total Communications Plan in a single briefing document we call the Springboard, centred around a Key Communications Thought.

IMPLEMENTATION STAGE

Which answers specific questions like how much to invest, how to allocate budget between channels and brands/products to achieve optimal campaign results, optimal timing and seasonality incorporating seasonal skews to realise efficiencies, getting the best media value and ultimately measuring return on investment.

MEASUREMENT & DIAGNOSIS

Using Artemis^®, Havas Digital's proprietary platform, allows us to track key indicators and determine the ROI of the campaign, feeding the data into the Exploration and Analysis phase again to optimize future results.