COLOGNE — Marketers’ imperatives have changed a lot. That’s why media agency holding group Publicis recently brought together many of its disparate capabilities together in to a new division, Performics, focused on executing performance-based media outcomes across the board.
Performics’ CEO Michael Kahn says the agency covers a range of advertising channels:
- Biddable
- Programmatic
- Search
- Social
- Mobile
- Display
- Direct-response
- Direct-response TV
For him, the reason marketers want this is down to a fundamental shift.
“We’ve moved in to a post-awareness world,” he tells Beet.TV in this video interview. “Having brand awareness simply isn’t good enough.
“Now you have to understand the intent behind their actions. You can then capture and convert it in to revenue from a relationship. Marketers want to drive performance everywhere.”
After brand campaigns have lit up initial consumer interest, Kahn talks passionately about finding and acting on that consumer intent with something a little stronger.
“We’ve created a proprietary planning process called intent-based planning – our data-infused approach to understanding the consumer journey… how intent is expressed and the places we can capture that intent,” he says. And Kahn’s not stopping there:
- “We’ve created a proprietary research centre with Northwestern University called the Intent Lab.”
- “We’re publishing quarterly digital satisfaction index surveys and studies.”
- “We want to own the conversation and dialogue around the diagnosis of capturing consumer intent.”
This interview was taped at DMEXCO ’16. It is part of a video series of industry leaders. The series is sponsored by Videology. For more Beet.TV coverage of DMEXCO, please visit this page.
