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A (Very) Modern Tale of Media Effectiveness

A (Very) Modern Tale of Media Effectiveness

Havas Global Comms

Havas Global Comms

August 25, 2017

Havas Group's head of performance planning retells a very modern tale of media effectiveness.

Campaign UK

Aidan Mark
Head of Performance Planning, Havas Media Group


This is a story about an omnichannel marketing campaign that was optimised in real time using data to deliver on its objectives. What is different about this story is that it didn’t come from a brand or agency – it is a story about how we found our lost but much-loved cat, Betty.


This summer, for five days and nights, Betty disappeared, causing great stress and anguish. However, Betty was one of the lucky ones. She was micro-chipped, she was wearing a collar, but most of all her owners had the ideal combination of skills needed to find her.

As a performance media planner it is my job to ensure that media and communications deliver a tangible result. As far as campaign objectives go, finding Betty was pretty clear-cut. As a veterinary nurse in a local practice, my partner Jen had the perfect complimentary skillset. Having an “influencer” working to the same objective significantly increased our chances of finding Betty, given Jen’s connections in the local pet-loving community.

So how did we find her?

Read the full article.

Campaign UK

Aidan Mark
Head of Performance Planning, Havas Media Group


This is a story about an omnichannel marketing campaign that was optimised in real time using data to deliver on its objectives. What is different about this story is that it didn’t come from a brand or agency – it is a story about how we found our lost but much-loved cat, Betty.


This summer, for five days and nights, Betty disappeared, causing great stress and anguish. However, Betty was one of the lucky ones. She was micro-chipped, she was wearing a collar, but most of all her owners had the ideal combination of skills needed to find her.

As a performance media planner it is my job to ensure that media and communications deliver a tangible result. As far as campaign objectives go, finding Betty was pretty clear-cut. As a veterinary nurse in a local practice, my partner Jen had the perfect complimentary skillset. Having an “influencer” working to the same objective significantly increased our chances of finding Betty, given Jen’s connections in the local pet-loving community.

So how did we find her?

Read the full article.

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