The rapid deployment of artificial intelligence, and the growing number of solutions incorporating generative AI, requires employees to understand the added value and identify the best solution to meet the needs of clients. CoreAI is a tool that enables us to have a high level of precision and relevance in the content sent to our clients' consumers, and thus to establish a tailor-made dialogue.
Detailed knowledge of consumer expectations is at the heart of the success of client campaigns. Studies carried out upstream of each project make it possible to prioritize and anticipate the needs expressed. These preliminary work steps are key, and are based on more qualitative quantification and analysis tools. The communication strategy will be established based on the information collected. It is also the means of detecting so-called weak signals, which may be essential for the brand. Campaigns and projects are then tested and studied in order to capture other feedback and comments, which will enhance the rest of the project. The responsible marketing rules applied in the various business lines have demonstrated their effectiveness and positive impact (see Section 4.3.13).
Respect for consumers has been part of Publicis Groupe’s values since its creation, and is clearly stated in the Janus Code of Conduct and Ethics. The key principles of responsible marketing, namely to implement solutions and deliver honest, legal, truthful messages that respect everyone and work towards a more sustainable world, support the interests of consumers and/or end-users. These principles are taken from the International Code of Advertising & Marketing of the ICC (International Chamber of Commerce), which has existed for more than 80 years and structures the self-regulatory bodies of the profession in nearly fifty countries. These principles form the basis of training for employees on responsible marketing (see Section 4.3.13). Publicis Groupe has been a signatory of the United Nations Global Compact since 2003 and supports its ten key principles. Through its agencies, the Groupe is active in professional organizations to promote standards and best practices aligned with the ICC (International Chamber of Commerce) International Marketing and Communication Code. In 2009, the Groupe banned greenwashing and any other type of argument aimed at “laundering” or misleading consumers.
Agencies also follow the policies issued by their clients for their consumers and end-users, often public documents, clearly indicating recommendations to be followed and prohibitions. [S4-4, S4-21-15, S4-1-17]
In addition, in the digital world, with data that can be collected in different forms, it is fundamental that all users have the right to be forgotten and the right to recover all their data by making a simple request. As required by law, the Groupe offers consumers access to their privacy rights. For example, with Epsilon, certain rights can be exercised using an automated tool: https://legal.epsilon.com/dsr. In addition, in the United States, Epsilon indicates in its privacy policy the number of requests received by consumers during the previous year: https://legal.epsilon.com/us/NA-products-privacy-policy.
Finally, agencies are in contact with local consumer and user associations or other non-governmental associations (NGOs). These relationships are useful and make it possible to explain a brand’s project beforehand, and possibly also to cooperate in order to ensure that consumer expectations are met. These meetings are held according to the projects and are conducted locally in order to be in tune with a context that is by definition unique. They are initiated and monitored by the agency’s management and/or CSR teams.
Interactions with consumers and end-users mainly take place at three key points in the communication and technology professions: upstream of the projects, during the project itself, and afterwards. This work may be carried out by the agency alone or with the support of a specialized consulting firm. Demographic selection criteria are established with the client, with the agency acting in its advisory role. Persons with whom these studies are conducted may or may not be customers of the companies for which these analyses are conducted. They are free to leave the survey whenever they wish. The data collected, regardless of the study design, are anonymized and protected. [S4-1-16 (a)] Participants may exercise their right of withdrawal or right to be forgotten; they are informed of their rights at the beginning and end of the survey: [S4-1-16 (c)]
