Enlighten

You are an agency

  • Better identify priorities
  • Identify improvement pathways
  • Validate a new line of thinking
  • Provide a forum for discussion, open the debate


« What is fundamental? The creativity of the agency and the quality of people we have in front of us. It is not the equipment that makes a good agency » Advertiser 2012

A tool to improve the message

Strengthen your credibility with journalists or stakeholders with the use of supporting quantitative and qualitative data.

Why?

Accompanying a presentation (press conference, presentation, General meeting...) with objective, reliable, thorough and structured information which can be communicated directly gives your message more power.  

How?

Interview a group of professionals knowledgeable about your issues and be able to categorize responses by types of advertisers (functions, expectations...)

Analysing and improving positioning

Properly executing the agency’s future facing strategy, defining its scope and better communicating a vision in line with advertisers’ new challenges.

Why?

To better leverage the brand identifiers of the agency in terms of image, personality and status.  

How?

Circulate a questionnaire amongst the agency’s main stakeholders (employees, customers, partners, peers) to identify recognized achievements, compare them to the brand strategy as seen by the founders as well as foster discussion on the company’s mission.

Is your agency losing pitches? Better understand why so as to turn things around

Get an objective and rational view of how the agency’s pitch phase is functioning so as to raise the success rate.

Why?

Better understand and fine tune what is leading to wins and losses in terms of style, organization, work methods, consistency and quality both in content and form.  

How?

Survey a selection of advertisers that the agency pitched to over the past two years on their perception of the performance of the agency and the evaluation that the advertisers use in their decision process so as to help the agency identify areas of and methods for improvement.

The competition

Where does your agency rank with respect to its main competitors in terms of message, how it positions itself, marketing and how it differs from its competitors and identifying what adjustments could be made to get a stronger leg up.

Why?

In the new complex and competitive communication landscape identifying and distinguishing oneself from principle competitors has become imperative.  

How?

Mapping each competitor in terms of: positioning, communications (form and content), offer, visibility and messages.

You are a business

  • Better identify priorities
  • Identify improvement pathways
  • Validate a new line of thinking
  • Provide a forum for discussion, open the debate

« Limelight, plays an important role in democratizing, training, and educating advertisers, and is an excellent industry monitor » advertisers 2012

Amortize your studies

Capitalizing on former studies to generate new ones will not only amortize the costs of original surveys but also be more effective in providing a vision of the evolution of company performance.

Why?

Studies, over time, get outdated. Yearly on-going comparative data collection keeps them fresh and will help divulge evolutions and trends.

How?

Analysis of executed studies according to updated relevant parameters, putting developments and trends into perspective, identifying missing elements and operational recommendations, including drawing up marketing guidelines and targeting further studies (in terms of method, sourcing, approach...).

100% consistent

Optimize the consistency and effectiveness of all of your company/brand communication strategies and messages.

Why?

Today more than ever, considering all of the multiple messages, channels and the sums involved, it is crucial that companies/brands communicate messages that are coherent.

How?

Assess the alignment of the actual messages with the strategies across the company/brand and identify the consistencies or inconsistencies and with respect to the investments made.

Work well with your agencies

Efficient management of the communication strategy across all the points of contacts for your brand.

Why?

It is up to the advertiser to drive all aspects of the brand and its image, he is the pilot. If well-coordinated it is relatively easy to successfully manage several experts working together on the brand goals.  

How?

Assist in designing a management method so that effectiveness of the communication strategy is at the heart of it and make the partner agencies stake holders in optimization strategies.

Start the relationship out on the right foot

From the outset lay the foundation for healthy and effective relationships with your agencies to facilitate the daily tasks and thus optimize your investments and performance.

Why?

The beginning of a relationship between an advertiser and an agency is the ideal time to "establish the rules of the game". It is not only about overall strategy but also the fact that these teams will be working together on a daily basis going forward.  

How?

Assist in the design of a method to ensure all teams are involved in the determination of the objectives and methods of collaboration and evaluation...

You are an institution

  • A better understanding of developments and issues
  • Inject new thinking into a sector
  • Take a step back

« The challenge is to embrace changes successfully, and to not miss any of the ones heading for us. If we miss an important innovation, we’re dead in the water, so it’s important to have insights, information…so as to be able to anticipate what’s coming » Advertiser 2010

Some examples

Annual survey of the thoughts and opinions of the Presidents of the CAC40

This survey is designed to help companies and world economies better understand the evolution of major economic issues and thus be better prepared to face them.
  • Qualitative interviews with a panel of Presidents of large French CAC 40 companies.

Annual survey of the thoughts and opinions of the Presidents of associations / NGOs / foundations

This survey is designed to provide a venue to discuss key CSR issues by throwing a different light on the subject and to compare the views of the heads of major NGOs, the Presidents of CAC 40 and the communications industry.
  • Face to face qualitative interviews with 12 heads of NGOs are compared with the results of the survey of the CAC40 and barometer of the communications industry.
Survey of responsible marketing for ACIDD - ADEM - UDA (2008 to 2010) This survey was designed to assess the perceptions of the heads of major groups of the role of sustainable development. The study looked at not only the ideologies, thoughts and priorities of management but also the communications and marketing strategies with respect to this topic. It measured the importance that those responsible for communications and marketing gave to the promotion of CSR and identified the issues to explain the discretion, or even the silence of some of the major corporate groups on the subject.
  • Annual online survey of 138 decision-makers
Perception of members of parliament on advertising  This study shows how parliamentarians place communications and advertising in the equation economic growth and necessary evil.
  • Face to face interviews (about an hour) with 35 members of parliament
Working in a High Quality Environmental standard (HQE) office space: adding value in terms of personal fulfillment, economic benefits and corporate image? A study of the prospective changes in employee behavior in the workplace in light of the new sustainable development standards.
  • Mix of qualitative face-to-face interviews and focus groups on themes related to the topic including the creation of a panel comprised of architects, trade union representatives, employees, human resource managers and occupational health and safety professionals to participate in an online qualitative think-tank.