Reco (Recommendation)

In the world of advertising, the term “RECO,” short for “recommendation,” refers to a well-developed proposal for an advertising campaign plan. It is a crucial step where an agency, such as Rétines, presents to an advertiser a detailed strategy aimed at optimizing their visibility and market impact. This briefing note is the cornerstone that determines the creative direction, media choices, and communication angles of a campaign. Let’s explore this essential concept in more detail.

RECO: A Strategic Compass for the Campaign

The RECO serves as a strategic compass for any advertising campaign. It results from an in-depth analysis of the market, the target audience, and the advertiser’s specific objectives. By clearly defining the message to be communicated and the most effective means to reach it, the RECO ensures the campaign aligns perfectly with the target audience’s expectations. This is the stage where the agency’s expertise and creativity combine to transform ideas into concrete actions.

How is a RECO built?

• Data collection: TGI studies, competitor benchmarks, advertiser brief.
• Ideation: creative workshop + feasibility/budget scoring.
• Internal validation: alignment of creative / media / finance.
• Client presentation: 15-20 slide deck + executive summary.
• Iterations: 1 to 2 rounds, final signed version (max V3).

The Impact of RECO on Creative Conception

At the heart of the RECO, creative conception is paramount. This part of the document sets the artistic direction of the campaign, proposing visual concepts, taglines, and potential scenarios. It is a phase where the advertiser’s uniqueness must be reflected through original and memorable ideas. In advertising photography, for example, the choice of visuals, photographic style, and image ratio are carefully considered to maximize impact on the viewer.

RECO and Media Channel Choices

Choosing the right media channels is essential for a campaign’s success. The RECO outlines a media plan strategy, identifying the platforms best suited to reach the target audience, whether traditional or digital media. This analysis often includes budget forecasts and a deployment schedule, allowing the advertiser to visualize the campaign rollout. It is a key step to ensure the advertising message effectively reaches its audience.

Stakeholders & Validation Process

Who validates what?

• Marketing management: objectives & budget.
• Media buyer / media planner: channel choices, scheduling.
• Creative director: concept and visual execution.
• Advertiser (CEO / CMO): final go before production.

Deliverable Formats

• PowerPoint deck: 15 to 30 visual slides.
• Executive one-pager: A4 summary for C-level.
• Gantt timeline & detailed budget (Excel or PDF).

Media RECO vs. Content RECO

Two main types of recommendations are distinguished:

• The media RECO targets the distribution plan. It specifies which channels to use (TV, outdoor, social ads…), budget allocation, publishing calendar, and priority media KPIs such as GRP, CPM, reach rate, frequency.
• The content RECO focuses on editorial strategy: what formats to produce (articles, videos, infographics), for which audiences, and with what publication schedule. Key indicators differ: average reading time, sharing rate, social engagement, SEO visibility.

In summary: the first answers “where to broadcast and at what cost?” while the second answers “what to publish and for what lasting benefit?” Both complement each other: a good media plan amplifies solid content, and relevant content maximizes media ROI.

Conclusion

The RECO is much more than a simple proposal; it is a detailed roadmap guiding every aspect of an advertising campaign, from creative conception to channel selection. At Rétines, we believe in the power of a well-crafted RECO to transform our clients’ objectives into tangible results. Planning an advertising campaign? Let us guide you with a tailor-made RECO designed to capture your brand’s essence and speak directly to your audience.