Client: Haleon
EXECUTIVE SUMMARY: Good media value models incorporate both efficiency and effectiveness, but Haleon had in recent years heavily favoured efficiency. This had served to drive competitive costs, but it was also becoming apparent that it was limiting their ability to use media as an investment to drive growth. In short, Haleon’s focus on efficiency was eroding effectiveness. In response, they partnered with their advisors, MediaSense to develop a Media Impact Model that properly reflected the beneficial impact of digital and TV media quality on campaign outcomes including brand health, RoI and sales. Their media agency Publicis was then targeted to improve media quality, as measured by the model, across 48 markets. The result was seven consecutive quarters of sales growth, with 12% of sales being attributed to media.
