We shape and communicate JCDecaux as a champion of brand investment and highlight the importance of brand building to fuel lower funnel activity.

Our role has been to develop thought leadership for the brand to take out to advertisers and agencies.  

As always, our brand and communications advice originates in a deep understanding of agency and advertiser opinion, originated through primary research involving interviews and surveys. 

To turn this into thought leadership for JCDecaux, we’ve leveraged the semiotic signal which is the authority of hardback books. Over the past few years we’ve authored three books for JCDecaux to gift to industry stakeholders.  

Brand Gap reported on the gap between what advertising practitioners know to be best practice (achieving a balance between branding and activation), and what they actually do with their media spend.

Brand Gap 2 shows that the brand gap is now a priority issue at boardroom level and includes a ‘Charter for change’ – eight steps to bridge the brand gap.  

Our latest book, P²+C=6, explores the impact the removal of cookies will have on planning and activation, and how brands and agencies are planning for growth in The New Different. We share a new formula for successful media planning in a world without cookies.