Media agency Havas Media has won the tender for media services for brands in the eobuwie.pl S.A. portfolio. The agency's tasks will include coordinating media planning and buying in Poland and on seven other European markets.
Media agency Havas Media, as a result of the won tender, is starting media services for brands in the eobuwie.pl S.A. portfolio from March 2020. The agency will be responsible for TV planning and buying in Poland and offline media in the Czech, Slovak, Hungarian, Romanian, Bulgarian, Lithuanian and Greek markets. Online media buying as part of the marketing activities is handled by the client.
Havas Media responded to our brief by showing a comprehensive understanding not only of our product, but also of the business environment in which our brands operate (including eobuwie.pl and Modivo), which decided the cooperation – said Bartłomiej Gontarz, Head of Acquisition CEE at eobuwie.pl. While preparing for the tender and responding to the brief, we used both the agency's extensive experience as a HUB in coordinating work across many markets and the knowledge of our DBI and Ecselis units about the ecommerce market. The fashion industry context was especially important to us, which is why we relied not only on our flagship Meaningful Brands study, but also supported ourselves with insights from fashion trend research regularly conducted by our Lux Hub – says Renata Wasiak-Sosnowska, COO of Havas Media Group.
Havas Media Group – Make a meaningful difference to brands, business and people.
A media agency specializing in creating brand communication strategies based on the Meaningful Brands philosophy. Havas Media includes independent entities – Havas Media, Arena Media and Fullsix Media.
Concepts from the article
Havas Media takes over media services from eobuwie
Brief — Creative brief. A document organizing the task for an agency, creative team or production. It defines the goal, target audience, problem, insight, message, tone, channels, scope, schedule, budget, requirements and success criteria.
Why it matters: A good brief is half of a good campaign: a clear goal, audience and success criteria save rounds of revisions and disputes about taste at the presentation stage.
When it is used: Before every creative assignment: campaign, production, name, identity, website.
What skipping it risks: Without a brief, the agency guesses — the first presentation misses expectations, and revisions eat up budget and deadlines.
Summary
Havas Media won the tender for media services for eobuwie.pl S.A. brands, starting cooperation in March 2020. The agency is responsible for TV planning and buying in Poland and offline media in seven European markets, including the Czech Republic, Romania and Greece. Online media buying remains with the client. Key to the selection was knowledge of ecommerce and the fashion industry, supported by Meaningful Brands research and Lux Hub trends. Interestingly, the brief for the agency was prepared by Bartłomiej Gontarz, Head of Acquisition CEE, and the coordination of multi-market activities is facilitated by Havas's role as a HUB.
