Integrated Communication Process Acronym: BASTARD. Brief, Analyse, Strategy, Touchpoints, Advertising (Content), ROI, Debrief… And Repeat!
A methodology for building an omnichannel, creative and touchpoint communication plan by integrating a.o. briefing, brand and consumer analysis, consumer decision journey, business marketing and communication objectives, targeting, eco-system of sales and communication channels, phasing, creative options and content type, media buying and planning, ROI, predictive and prescriptive modelling, data exploitation and reporting…
In summary: A process that includes the tasks and roles of the advertiser marketers and the digital media creative consulting agencies.
This is the outline of the methodology of the course I teach at the Brussels School of Economics and Management: Integrated Communication (GEST S508) – https://www.solvay.edu/.
+25 years of media agencies development combined with a shared passion of education
Hugues began his carreer in ‘92 as Research Manager for Media+Square (now WPP Mindshare) and than as Research Director for Initiative Media in ‘98. In 2000, he created Fastbridge - the digitale agency of Initiative Media In 2006 & 2007, Hugues was the Digital Director Europe Middle East Africa for Initiative.
In 2008, he has been promoted as Chief Strategy Officer for Mediabrands.
He begon at Havas Media Belgium in Sept 2010 where he is now the CEO’s.
Hugues is also active in many professional media associations (UMA (President 2012-2013) - CIM (former President of the strategy comittee, former president of TV Commission TV, former president Internet-commission) – GRP – IAB - ...).
Since 2019, Hugues is the Chairman of the board of the Belgian Management & Marketing Association (BMMA).
He is also responsible for several readings at Solvay Brussels School of Economics (ULB) about (Digital) Communication and Marketing (Brussels/Saigon).
I‘Am A Bridge is Hugues blog project: www.huguesrey.com
In 2010, Hugues was very proud to receive a “Lifetime Achievement Award” during the Mixx Award
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