Kantar’s media division in France has won the 2021 Kantar Clients Awards World in the media category. This accolade singles out the project developed by CoSpirit MediaTrack for its client, France’s national distance learning centre (CNED).
For the first time in France and Europe, an ad hoc study was enriched by the variables of the authoritative Kantar TGI study. CoSpirit MediaTrack asked Kantar to develop an innovative approach able to dig deeper than the findings of a traditional ad hoc study, by identifying the targets with the highest business potential and making it possible to activate them via digital media, thanks to the data.
CoSpirit MediaTrack teamed with Kantar to devise a dedicated approach for the national distance learning centre (CNED in a market context that had been deeply transformed by accelerated digitalisation due to the health crisis and to the reform of vocational training. CoSpirit MediaTrack wanted to reach beyond conventional socio-demographic media targeting and better define the strategy it should deploy. With Kantar, CoSpirit MediaTrack designed an approach making it possible to measure the potential for conversion to remote training of any target constructed in the TGI study.
After many years of supporting the CNED in its resource strategy and ad-space buying, and harnessing the innovative spirit that defines us, we explored how we could reinvent ourselves to better help our client address the deep market shift it was facing.
Virginie Palluy, CNED account director, MediaTrack.
In this 3rd edition of the Kantar Clients Awards, 300 projects from 44 countries were in competition. The judges singled out the innovative, collaborative approach of CoSpirit MediaTrack and Kantar’s media division, as well as the outstanding results achieved in terms of improved targeting.
We are proud to have received this award, which commends our entrepreneurial model and value proposition. Innovation-led development and co-construction with our clients and partners, which are rewarded here, are the core of our agency’s DNA.
Delphine Médeci, deputy managing director, CoSpirit MediaTrack
This distinction stems from an innovative hybrid project combining a syndicated approach and bespoke design. Indeed, the relevance of this approach has prompted us to market our Advance Profiling offer, enabling advertisers and their agencies to benefit from both the 360° vision of consumers provided by TGI and the granularity delivered by an ad hoc study. This offer makes it possible, strategically, to identify potential targets, and tactically to target any type of consumer or shopper in specific categories, and to activate them via a programmatic campaign.
Denis Gaucher, executive managing director France, media division, Kantar Group
📰 About Kantar, interview (in French) CoSpirit MediaTrack strategic planner Claire Bizot
Media enquiries: Cécile Mendez (cecile.mendez@agence-constance.fr – +33 (0)6 43 18 50 17)
Photo by: Kantar Media
