Dentsu Aegis Network

Client Overview

As part of Dentsu Inc., Dentsu Aegis Network is the first truly global communications network for the digital age. In the Middle East, Limelight PR handles all its brands; Carat, Dentsu, iProspect, Isobar, Posterscope and Vizeum. Dentsu Aegis Network is headquartered operates in 110 countries worldwide with over 23,000 dedicated specialists. www.dentsuaegisnetwork.com

Project Details

Limelight PR was asked to support Aegis Media and its launch of Consumer Connection Survey (CCS), a media planning tool based on a survey of over 18,500 respondents. Our objective was to cement a reputation for CCS as the region’s most valuable and insightful research tool across the MENA region.
Our first task was to work with the Aegis Insights Team to extrapolate and make sense of the extremely detailed data from 18,500 respondents. The complexity of the data was confounded by the fact that we also had to relay comparisons across five countries. Since CCS was such a complex tool, it would be impossible to brief the media (and new business prospects) on its capabilities. We needed to find a way in which we could simplify the insights from CCS. Limelight therefore created a character named ‘Boody’, a 23 year old Saudi male - Through the data, Limelight developed an infographic that illustrated a typical ‘day-in- the-life’ of Boody and highlighted his media touch points and social habits that CCS revealed Whilst also fueling a traditional PR campaign Boody became an avatar for an event that would launch CCS to clients and prospects, organized by Limelight.
CCS was reviewed with double-page spreads in every major media and marketing magazine in the UAE. Limelight’s approach directly attributed to an increase in new business meetings, and also provided a platform for Aegis Media to up-sell to existing clients with marketing collateral produced by Limelight. Throughout the strategy, Limelight consistently ensured that all communications stayed on message due to the nature and complexity of the study.