Consulting led media, data, and intelligence that connect strategy to execution and execution to measurable outcomes. The powerhouse that fuels Initiative and UM.

Chapters

 

  1. Media strategy, planning, and buying
  2. Business critical intelligence and performance architecture
  3. Advertising technology and analytics (Kinesso)
  4. Interact
  5. Strategy consultancy, thought leadership, and ideation
  6. Marketing communication

1) Media strategy, planning, and buying

WHAT YOU GET

  • Media strategy based on insights
    Market and audience insight, share of voice and share of search reads, competitive mapping, attention and quality signals. Strategy tied to business KPIs from the start.
  • Media plan and mediaplanning
    Clear channel roles, flighting, reach and frequency architecture, creative and context fit, and budget allocation that links to specific business levers.
  • Buying and value creation
    Marketplace intelligence and negotiation through MAGNA, value unlocking and trading solutions through Orion, and out of home excellence through Rapport.
  • Commerce and retail media
    Retail media integrated with upper and mid funnel to protect incrementality and margin.
  • Accountability and measurement
    MMM and econometrics, incrementality testing, near real time dashboards, and brand resilience tracking.

OUTCOMES

  • Efficient reach that compounds over time
  • Transparent value and quality
  • Spend that connects to commercial results

2) Business critical intelligence and performance architecture

This is the decision engine behind media and growth. It combines advanced research, demand modeling, and board ready consulting with a performance architecture that turns intelligence into action.

WHAT WE DO

  • Foresight and trend radar
    The ODIN platform monitors tension and momentum across technology, wealth distribution, education, infrastructure, government, geopolitics and religion, economy, public health, demographics, environment, media and telecommunications, and access to vital resources. Signals become scenarios and opportunity sizing for leaders.
  • Performance architecture
    Operating models, KPI frameworks, test and learn roadmaps, and a measurement spine that supports optimization, MMM, and experimentation at scale. When needed we link directly with KINESSO for analytics and AI assisted optimization across the stack.
  • Business consultancy, thought leadership, and ideation
    Boardroom soundboarding, executive workshops, decision frameworks, and narratives that align C suite stakeholders on action.

DELIVERABLES

  • Evidence packs, scenario plans, and board ready narratives
  • Early warning dashboards and growth playbooks
  • Clear hand offs into media and activation teams

3) Advertising technology and analytics

We design the data and tech backbone that powers modern marketing and performance.

WHAT WE DO

  • Data supply chain and privacy first identity, including clean rooms
  • Unified analytics, experimentation, MMM and MTA
  • Automation and AI assisted optimization across biddable and non biddable channels
  • Retail media integration with consistent attribution

POWERED BY

  • KINESSO, the technology driven performance agency at the heart of IPG Mediabrands, focused on optimization, analytics, AI, and experimentation.

OUTCOMES

  • Reliable and compliant data foundation
  • Always on optimization
  • Measurement executives trust

4) Interact

Interact is Interpublic’s open operating system for marketing. It connects clients and agency teams across data, creative production, media, and commerce to orchestrate work across the full customer journey. Interact enables real time collaboration and personalized marketing at scale by linking people, process, and technology. It is developed and hosted by KINESSO, built on Acxiom data and identity, and enhanced by strategic partners including Adobe, Amazon, Google, Nvidia, Microsoft, Blackbird.AI, Getty Images, and IBM.

WHAT IT MEANS FOR YOU

  • Faster cross team collaboration, fewer handoffs
  • Data, tools, and workflows standardized across the IPG network
  • Generative AI embedded into content and optimization workflows
  • One place to connect brand, performance, and commerce across touchpoints

    5) Strategy consultancy, thought leadership, and ideation

    We help leadership teams set direction, design growth architectures, and build the capabilities to sustain them.

    WHAT WE DO

    • Corporate and brand strategy, portfolio choices, and market entry
    • Executive workshops and capability building
    • Decision governance and KPI design that align teams on outcomes

    OUTCOMES

    • Prioritized and resourced plans
    • Shared definitions of success
    • Teams trained to execute with confidence

    6) Marketing communication

    We translate strategy into market ready communication that is coherent across paid, owned, earned, and shared.

    WHAT WE DO

    • Communication platforms and message architecture
    • Connection plans that match audience, context, and format
    • Partnership and sponsorship design
    • Creative media orchestration and attention planning

    OUTCOMES

    • Stories that travel across channels and journeys
    • Context fit that earns attention
    • Clear links between communication and commercial results

    HOW WE WORK

    We start with a discovery session to align objectives, decision horizons, and success metrics.
    All strategic services sit in SpecOps Belgium. That includes business critical intelligence, performance architecture, measurement design, strategy consultancy, thought leadership, and ideation. Media investment is delivered with MAGNA, value unlocking with Orion, out of home with Rapport, and technology and analytics with KINESSO. Interact connects the entire operating model so teams collaborate in real time.

    Q&A

    Do you handle media buying in Belgium across all channels?

    Yes. We plan and buy across video, audio, display, social, search, out of home, and retail media. We use marketplace intelligence and negotiation from MAGNA, value unlocking from Orion, and OOH expertise from Rapport.

    What makes your media strategy different?

    Strategy is built on audience and market evidence, share of voice and share of search, attention and quality signals, and clear links to commercial KPIs. Planning, buying, and measurement sit on one plan so learning compounds.

    How does Interact help my marketing team?

    Interact connects people, process, and technology across data, creative production, media, and commerce. It standardizes tools, speeds collaboration, and uses generative AI and partner integrations to improve creation and optimization.

    What is SpecOps and where does it fit?

    SpecOps Belgium is our senior cross disciplinary hub that runs strategic services. It includes business critical intelligence, performance architecture, measurement design, strategy consultancy, thought leadership, and ideation.

    What is performance architecture?

    The operating model that links objectives, KPIs, data flows, tests, and measurement to activation so optimization is continuous and accountable.

    How do you measure impact?

    We combine leading indicators, MMM and econometrics, controlled experiments, and near real time dashboards. We track both demand creation and conversion to protect short and long term growth.

    How do you use KINESSO?

    KINESSO provides analytics, optimization, and experimentation across the stack, with AI assisted decisioning and automation where it adds value.

    What is MAGNA’s role in media investment?

    MAGNA develops marketplace intelligence and negotiation strategies that deliver competitive advantage in media buying.

    What is Orion’s role?

    Orion unlocks value across the media marketplace through specialized trading solutions that complement standard buying.

    How do you handle out of home?

    Rapport plans and buys OOH and DOOH with strong partner relationships and data driven solutions.

    Can you integrate with our martech stack and clean rooms?

    Yes. We work with clean rooms and privacy first identity. Interact, KINESSO, and Acxiom tools support compliant data flows and audience activation.

    Do you support retail media without losing sight of brand building?

    Yes. We connect retail media to upper and mid funnel and use incrementality and MMM to protect margin and long term effects.

    Can you work with our creative agency?

    Yes. We partner with your creative teams, and Interact helps align workflows, assets, and data so content and media work together.

    How fast can we start?

    Typical onboarding is 4 to 8 weeks with discovery, data access, baseline measurement, and first test and learn plan. Timelines vary by scope and data readiness.

    What about brand safety and suitability?

    We apply platform standards, inclusion lists and exclusion lists, attention and quality checks, and third party verification. For OOH we apply location and sustainability policies.

    How do you report?

    Near real time dashboards for operations, monthly executive reads for strategy, and quarterly board ready narratives for decision points.

    Who owns the data and the models?

    You own your first party data and the outputs we produce for you as contracted. We provide transparent documentation for models and measurement.

    How are fees structured?

    Mix of retainers for strategy and operations, project fees for builds, and performance based models where appropriate.

    Do you work in B2B as well as B2C?

    Yes. We design B2B and ABM programs alongside consumer growth plans, always linked to revenue outcomes.

    Which sectors do you serve?

    Technology, retail and commerce, healthcare, finance, mobility, entertainment, and more.

    How do we start a project?

    Begin with a discovery session to define objectives, decision horizons, and success metrics, then align the right research, strategy, and activation tracks.