COLOGNE —\u00a0Marketers’ imperatives\u00a0have\u00a0changed a lot. That’s why media agency holding group Publicis recently brought together many of\u00a0its disparate capabilities together in to a new division, Performics<\/a>, focused on executing performance-based media outcomes across the board.<\/p>\n Performics’ CEO Michael Kahn<\/a> says the agency\u00a0covers a range of advertising channels:<\/p>\n For him, the reason marketers want this is down to a fundamental shift.<\/p>\n “We\u2019ve moved in to a post-awareness world,” he tells Beet.TV in this video interview. “Having brand awareness simply isn\u2019t good enough.<\/p>\n “Now you have to understand the intent behind their actions.\u00a0You can then capture and convert it in to revenue from a relationship.\u00a0Marketers want to drive performance everywhere.”<\/p>\n After brand campaigns have lit up initial consumer interest,\u00a0Kahn talks passionately about finding and acting on that consumer intent with something a little stronger.<\/p>\n “We\u2019ve created a proprietary planning process called intent-based planning – our data-infused approach to understanding the consumer journey\u2026 how intent is expressed and the places we can capture that intent,” he says. And Kahn’s not stopping there:<\/p>\n\n
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