“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.
The scale and scope of production, media planning and buying is backed up by detailed feedback on the results of their media spend gives Axalta true transparency of effectiveness across all channels. Including Search Engine Advertising and Social Advertising to the mix enables countries to run and monitor campaigns across Google and social networks without requiring intensive local involvement. And Dark Grey Europe also assists, Axalta’s regional teams in building experience they need with these emerging tools.
From a management perspective for Ann Francen, Axalta Marketing Communications Specialist EMEA, the Dark Grey Europe solution is a perfect match for complex needs. “Centralizing resources makes sense, and having a single point of contact with Dark Grey Europe for all our advertising assets, that adds ease. Being able to rely on not only creation and production but also media planning and buying, backed by analytics—it is an offer that cuts through a great deal of complexity for us.
The Dark Grey Europe team liaises with our country contacts, offering the required levels of support per country.