Digital Transformation: the first results of Publicis Groupe Romania

Publicis Groupe Romania (the Group) announces the first results of its local accelerating process towards digital transformation. According to the press release, relying on the synergy between Creativity, Data and Technology, Publicis Groupe offers its customers access to the most advanced Services and Tools on the market, concentrated in four areas of expertise: Communication, Media, Data and Technology.

By Romanita Oprea

The transformation was intense during the last 18 months and involves directly the entire management team and was focused on three areas:

Data acquisition,

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Development of own reporting and analysis tools

Recruitment and training of tech and data specialists.

An ongoing approach is the reconstruction of the work culture, with a focus on data at all levels of the company.

Brand Tracker and GlobalWebIndex.

Brand Tracker is a locally developed product for the continuous measurement and analysis of data regarding the Group’s clients performance, but also of their competitors. It allows the simultaneous analysis of over ten different metrics from hundreds of brands and their integration with media and sales data. The data are reported monthly and cover categories such as FMCG (food and non-food), telecom, pharma, banking, oil & gas and retail.

GlobalWebIndex is the largest worlwide continuous study about the digital consumer, with very detailed and extremely useful analyzes in defining target segments and in-depth understanding of consumer behavior in different digital environments, including the role and motivations for using them. Publicis Groupe Romania holds data exclusively for Romanian consumers.

Development of own tools: AiQ Portal

A tool owned and developed locally by the Group is AiQ Portal, a web-based business-to-business platform, available 24/7. It was especially created to offer non-stop important information to clients in order to support them in making the best business decisions. Clients who opt for this product have access to interactive and dynamic dashboards, analysis, aggregate reports from over 150 market studies. The tool can be customized for specific customers and they can monitor their own campaigns in real time, with access to detailed, up-to-date information about their campaigns (especially those in the digital environment). The group is developing modules that will allow, for the first time on the local communication market, a superior management of campaigns and budgets.

“Marketing people say anecdotally that out of their total communication budget, half is wasted, but they don’t know which half is that. We offer our clients in these times of uncertainty concrete answers to the toughest questions they always ask, now even more acute than ever – what is the contribution of communication to achieving goals – both sales and brand? Is it worth investing in communication? How much and where? We have the answers due to the constant investment in people, data and technology. I have every reason to believe that currently the Publicis Romania Groupe is best prepared to offer top strategic consulting and communication efficiency to all business leaders in Romania,” said Ștefan Iordache, Chief Operating Officer Publicis Groupe Romania.

In her turn, Alexandra Dimitriu, Chief Media Officer & digital transformation project leader added: “if data is the new gold, Publicis Groupe clients are very rich because we offer them access to data to maximize their investment in communication. Publicis Groupe has a unique proposal on the Romanian communication market: over 400 specialists and full service coverage of customer needs, technology specialists with solid know-how, a way of working based on synergies and collaboration (Power of One), innovative tools, data-driven culture and leadership with an entrepreneurial mindset, which has constantly invested in development. ”

The Groupe’s solutions are based on econometrics, identifying the ROI of the communication investment in generating sales or the impact on brand indicators. Although starting from the media, the data-centric and interpretive approach allows all group entities (Publicis, Leo Burnett, Saatchi & Saatchi + The Geeks, MSL The Practice, Zenith, Starcom and Spark Foundry) to offer clients customized, data-driven solutions.

Through its business model – Power Of One – a fluid Management of Resources and Competencies allocated to each Client, the Group has put at the center of its proposal to the market an unique approach, appreciated by clients for its pragmatism and direct connection to their business objectives.