Case Studies

DECA were asked to:

• Build a clear consumer understanding to guide GSK overall strategy
• The impact of Covid/2020 on changed attitudes towards VMS
• Analyse media consumption against 2020 media spend

• Activate Partnerships with Diverse Media Publications
• Initiate Publisher Programmatic Deals
• Add in inclusive audience segments in digital
• Ensure Creative Message Resonates with Diverse Communities by Market

GSK’s Senior Media Director, Jerry Daykin We’ve been amazed by the depth of insight and understanding DECA uncovered. We’re excited to see what future opportunities there now are to partner again with DECA and further explore the humanity of our consumers.”

Chris Potter, Strategy Director EMEA Publicis Media, “We are proud to collaborate with DECA & GSK to deliver this forward thinking piece of work for Centrum. We are always seeking to do more in this space, this initiative with DECA is another big milestone to step change our media planning into 2022.”

The Outvertising, 2021 Accelerator Award with GSK: DECA provided the insights pack for this award. This follows GSK commitiment to increase representation for the LGBTQ+ community

DECA Project Scope partnered with Ebiquity

• Analysis of past media spend, across all channels.
• Creative review.
• Diverse community perception and SENTIMENT towards adidas.

• Media planning and buying to be contextually relevant.
• Ensuring all communities continue to have ongoing representation.
• Understanding the cultural differences which different markets require.

• Adidas have invested in diverse culturally contextual media partners.
• Looking to introduce contextual brand safety to move away from traditional blunt block list brand safety.
• Refocusing messaging which is more relevant and different to mainstream channels.

DECA Project Scope partnered with Ebiquity

• Analysis of past media spend, across all channels.
• Review of creative and ongoing briefing process.
• Health check current procedure.

• Media planning and buying.
• Actively ensure representation in future creative campaigns.
• Undertook system changes to find new ways to be inclusive.
• Continue to work hard to be culturally resonant of diverse communities and build understanding.

• Nationwide invested over £350,000 with new diverse culturally contextual media partners which improved inclusivity.
• Following this investment Neilsen have now started to track some of these diverse titles for the 1st time.
• Refocused their OOH holdings to better resonate with diverse communities.
• Nationwide shifted buying and adapting channel selection to improve delivery to diverse audiences. Campaign increased overall reach upto 9% for Pakistani and Indian heritage audiences.

DECA Project Scope in partnership with EbiquityDECA were asked to:

• Analyse diverse Media consumption against media spend.
• Barriers to reaching diversity.
• Review creative and briefing process.
• Diverse community perception and SENTIMENT to British Gas.

• Identify new media channels to reach diversity in culturally contextual media.
• Remove keywords blocking etc.
• Implement creative tracking and briefing process to have more inclusivity.
• Understand the key areas of resonance with diverse consumers.

• Refocus of planning to better understand channels to reach diversity.
• End to end barrier removal.
• Devised creative briefing process with key points to gain diverse perspectives and build foresigh not hindsight.
• Identified clear themes for each diverse community.