MEDIAH bvba is an independent media marketing and research consultancy agency created by Patrick Hermie (that’s where the ‘H’ in MEDIAH comes from).  

But, the ‘H’ also stands for HOLISTIC. 

I believe that media (communication channel) research and planning have to evolve from a silo approach (where each channel is treated separately) towards a holistic way of planning and researching channel reach and communication effects. That means that the old model of media-centric  research has to be complemented by a consumer-centric model. Step by step.

In order to design communication strategies and plans that engage consumers and achieve great results (return on objectives/investment) consumer understanding is the corner stone of the planning process. New technologies and communication platforms, growing mobility, globalisation, time pressure, changing households,...are trends and influences that re-shape the marketing environment and that have to be understood by looking at them through the consumers' eyes.

Return on Marketing Investment is not only a function of putting the right amount of money in the right (media) channels to achieve the highest increase in awareness, sales,... One should as a start look at the effectiveness of the creative work. Monitoring the impact of advertising campaigns in magazines for the past 10 years has learned me that more than half of the impact can only be explained by the strengt or weakness of the creative work. Pre-testing is thus the best way to plan for success and avoid ROI disasters.

This vision guides and inspires me to choose the partners I work with and the products and services I offer and develop.