A multi-market European media consult that lifted brand awareness +5%.

The hurdle

Just Eat needed a single point of contact who could plan and buy across offline and online channels in multiple European markets at once. The brand and acquisition teams were running parallel plans by market, with no shared view of which channels were actually contributing to brand lift versus which were just being credited by last-click.

The business needed a planning approach that could move across borders without losing the local nuance — and a measurement model that could finally separate brand-building from acquisition.

What we delivered

We led campaign strategy and ran planning + buying across the markets — OOH, TV, digital and social — and acted as the central POC across the in-market teams. The plan was built to be locally executable but centrally measurable, with a shared brief structure and KPI framework across territories.

In parallel we built a multi-touch attribution model that quantified the contribution of digital and offline channels to acquisition. The model surfaced where TV was earning the brand lift and where digital was doing the conversion lifting — and became the foundation for the next planning cycle.

Impact

Primary brand metrics — awareness and perception — lifted +5% year-on-year across the markets, against a backdrop of competitive intensity in food delivery. More importantly, the MTA model changed how the business made channel-mix decisions for the following year: budget conversations stopped being about gut feel and started being about marginal contribution per channel.