Each of these 98 channels has its own publication schedules, deadlines and cost structures. Added to this: 23 countries in EMEA are involved, with numerous languages, currencies and different payment terms to navigate. This is where Media Planning meets Media Buying: 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.
From creation and production to targeted placement and detailed analytics
“Dark Grey Europe has a refined process that combines Media Planning & Buying into a truly streamlined marcoms offering,” says Leen Schodts, Client Service Director. “For Axalta Refinish Europe we also create all the campaign and advertising content that is funneled into the Media Planning and Buying system. Handling more than 50 separate campaign themes, for 9 different brands. At year end, we will have more than 1,100 individual elements–adverts, banners, campaign materials—all created, placed and tracked by Dark Grey Europe for Axalta.