04. MEDIA BUYING
Each of these 98 channels has its own publication schedules, deadlines and cost structures. Just to add to the complexity, 23 countries in EMEA are involved, with numerous languages, currencies and different payment terms to navigate. After identifying the optimal time and channel to reach the Axalta customer audience, Dark Grey Europe then negotiates the best tariffs for lowest cost-per-contact on behalf of Axalta. It is a complex system of parallel and interdependent processes, developed through time and experience into a proven method for any large company with international media needs.
The scale and scope of production, media planning and buying is backed up by detailed feedback on the results of their media spend. This gives Axalta true transparency so they can establish the effectiveness of a campaign across all channels. Including Search Engine Advertising and Social Advertising in the mix enables countries to run and monitor campaigns across Google and social networks without requiring intensive local involvement. Dark Grey Europe also assists Axalta’s regional teams in building the experience they need with these emerging tools.
In the course of a year, we will handle more than 50 separate campaign themes for nine different brands. By the end, we will have more than 1,100 individual elements – ads, banners, campaign materials – all created, placed and tracked by Dark Grey Europe for Axalta.