Once the strategy has been defined, we then draw up a communication and media plan for the campaign period, taking into account all the communication channels identified.

The communication plan defines and references all the communication actions that will be deployed throughout the campaign. It also details how the budget will be allocated across the various channels:

• Traditional media: TV, radio, posters, press, etc.
• Digital media: social networks, online press, videos, etc.
• Non-media: public relations/press relations, trade fairs and events, sponsorship, street marketing, direct mail.

The media plan takes the form of a schedule or calendar in which we define the following elements – depending on the budget, audience and period defined in advance: the period, media, medium (radio advert, insert, ½ page advert, etc.), number of insertions, adverts, billboards, sponsored posts, etc., dates and duration of broadcast, budget. Together with our partners, we also negotiate advertising rates with the media, buy advertising space on behalf of the advertiser, monitor and optimise the distribution of ads in line with measured performance, and provide detailed reports on campaign results.