Études de cas

Analog Devices (ADI) is a world-leading semiconductor company specializing in high performance analog, mixed-signal, digital signal processing (DSP) and integrated circuits (ICs), for all types of electronic devices. Its communication is mainly B to B and corporate.

Since 2002, Echo has been supporting ADI's European PR and media relations teams in tailoring their communication programs. Echo's analysts track media coverage generated in France, Germany, Sweden and the United Kingdom, in terms of quality, content and perception of all PR initiatives. In addition, ADI's positioning is benchmarked against its main competitors. Echo's management reports and recommendations allow ADI to:

• Justify its PR actions internally
• Determine its strengths and weaknesses in the markets monitored
• Tailor its communication to the main key stakeholders and media
• Reinforce its image and reputation in Europe.

"We work together to overcome the seeming complexity of our products, to help improve our image and to focus on our strengths, which make all the difference in our highly competitive market," said Pascal Cerruti, Marketing and Communications Director, Europe, of Analog Devices.

The BBC uses Echo's media evaluation service and receives monthly reports which are widely circulated within senior management and program publicity teams. Echo provides counsel and guidance on the BBC's overall communications strategy and is a tactical tool for those charged with frontline communication with journalists.
Echo Research identifies the drivers of the BBC's reputation in the main UK media and provides intelligence on how to manage them nationally and regionally. Echo uncovers links between coverage of the Corporation and its creative output and the perceptions of a range of stakeholders. Echo also provides comparative intelligence of the competitor landscape on an ad-hoc basis.

Echo Research produces global benchmark reports evaluating BT's international brand presence and success in moving from local to global brand. Echo also assesses proactive coverage and messaging across a global spectrum.

Echo Research tracks corporate and brand image, evaluating the effectiveness of the communications program, assessing industry presence and main competitors, and identifying industry trends to provide intelligence for future strategies and performance globally.

Echo Research delivers international benchmark reports that support PR planning, communications and marketing by managers on country, regional and global levels.

Echo Research provides in-depth, tailored communications measurement programs for 12 business areas on an international scale, focusing on industry analysts, newsgroup impact, and campaign and event effectiveness.

Echo evaluates reach and communications effectiveness by audience groups - channel, consumer, developer, education, end-user, owner/manager -- to advise on effective targeting.