LONDON—Pleon’s U.K. operation, building on an integrated communications campaign for the European Commission's Humanitarian Department, has launched a new creative services division. Headed by associate director Pia Lachheb, the new group will fuse strategy and creativity to generate results for major brands and public sector organizations.
The creative services group will use a methodology, Play-on, that creates creative concepts and programs from a blend of business objectives, consumer insight, market research, channel analysis and brand strategy. Pleon applied this process to the challenges faced by the European Commission, ranging from Euro-skepticism to a general lack of interest and awareness, and suggested the Commission raise awareness of its work on university campuses across the U.K. during fresher’s week. The campaign resulted in thousands of competition entries from students and generated heightened interest amongst an important demographic.
Lachheb says: “It is more important than ever to have insights into what makes people tick, how media is consumed, the changing forms of interaction and communication and the fast-moving marketplace. But understanding and planning is not enough, in order to create an experience, to invite consumers in and get them to take notice, creativity is key.”
The creative services team will provide a full range of services that includes planning and strategic development; content development; visual brand identity; trend forecasting and analysis; consumer profiling and brainstorm facilitation.