The Gesellschaft für integrierte Kommunikationsforschung – gik (society for integrated communications research) is a consolidation of the five largest publishers in Germany: Axel Springer, Bauer Media Group, Funke Mediengruppe, Gruner & Jahr and Hubert Burda Media.
Closer to the target group
Especially the interplay of the gik studies “best for tracking” and “best for planning” gives the media planning valuable insights into the target groups, media usage and brand perception.
To point this out, we created portraits from data – together with one-line artist Boris Schmitz.
In the second year, the focus was on “advertising in print media”. For this, a more vivid illustration style has been developed.
Where does advertising really work?
Programmatic Advertising seems cost-effective, but is often associated with limited control by the advertisers: In what environment does my ad actually appear? And what do politically extreme or pornographic environments do to the credibility of my brand?
Against this background, gik promotes publications of established media as the perfect brand environment.