MxMIndia

Tag: Stephan Bruneau

  • To allow end-to-end planning for fragmented target audiences

    Wavemaker rolls out AI-powered platform Maximize

    By Our Staff

     

    Wavemaker has completed the global roll-out of a new AI-powered media planning platform, Maximize, that allows planners to create media plans to reach multiple audiences and optimise media investments in just a matter of minutes.

    Said Toby Jenner, Global CEO of Wavemaker: “Maximize addresses one of the industry’s longest standing frustrations – that all media plans look the same. Pre-loaded with strong data sources and packed with AI, Maximize produces media plans at incredible speed and has the brainpower to create market-beating growth plans for our clients. It is already delivering results, producing media plans that are on average 30% more effective for clients and in pitches, helping us reach the ranking of most successful media agency in the COMvergence new business barometer for Q1-Q3 2020.”

    Added Stephan Bruneau, Global Head of Product at Wavemaker: “Creating media plans has become challenging due to the increased number of audience segments that need to be included in a campaign. Some can overlap significantly, with people belonging to multiple audience segments at risk of being ‘over exposed’ to ads and creating an unnecessary waste of money for clients. Maximize uses techniques and technology rarely used in the marketing industry and is effectively the only way to solve the audience fragmentation problem.”

    Said Stephan Pretorius, Global Chief Technology Officer at WPP: “AI has extended its sphere of influence to many aspects of marketing, but until now not in media planning.  Wavemaker’s exciting new AI-powered planning platform Maximize is set to transform the way its teams work and empower its planners to produce the most effective and efficient media plans yet for clients in an increasingly complex and fragmented media landscape.”

     

     

  • New tool allows MEC to identify category-specific consumer touchpoints for brands

    MEC launches MEC Touchpoints

    By A Correspondent

     

    MEC has launched MEC Touchpoints, a tool that builds on MEC’s knowledge of the consumer purchase journey combined with global media-survey data from the recently launched GroupM Live Panel.

     

    MEC Touchpoints is built around the active and passive stages of the purchase journey, as defined by MEC Momentum, the agency’s proprietary approach to understanding and quantifying how consumers make purchase decisions. Combining the strategic framework of MEC Momentum with data from Live Panel, GroupM’s global survey of media and consumer insights, MEC Touchpoints identifies the communication touchpoints that are most valuable to a brand, across any one of 15 categories in 30 countries.

     

    In contrast to the common assumption that there are general rules about which touchpoints perform particular roles regardless of category, MEC Momentum studies reveal that touchpoint influence is category-specific. Even within a single category, touchpoints play different roles for the same consumer, depending on where they are on the purchase journey. With the launch of MEC Touchpoints, MEC puts these findings to use to help brands determine which exact touchpoints will have the greatest influence over consumers at different stages of the purchase journey, and which present the best opportunity for growth.

     

    Stephan Bruneau

    Commenting on the launch, MEC Chief Analytics and Insight Officer Stephan Bruneau, said:

    “All of our clients face exactly the same challenge: how can they create brand growth that outpaces their competitors? MEC Touchpoints gives us an immediate read on understanding our clients’ business, allowing us to create strategies and ideas that cut through the noise.”