Beyond ROI

Client: Starbucks

Starbucks UK has faced considerable challenges in recent years, including a sharp decline in commuter footfall due to the rise of hybrid working and a reputational crisis linked to misattributed associations with geopolitical events. These issues led to significant revenue losses and a suspension of paid media activity. In response, Havas Media Networkdeveloped a robust econometric strategy to rebuild Starbucks’ communications approach, centred on three key pillars: People, Profit, and Planet.

For People, a bespoke brand consideration model using YouGov data was created to identify the drivers of brand health and quantify the reputational impact, enabling timely and evidence-based interventions. For Profit, a nested econometric model was introduced to isolate the effects of media and marketing on transactions and ROI, providing Starbucks with the confidence to reinvest in paid media. For Planet, Havas pioneered the integration of carbon emissions data into media planning, allowing Starbucks to balance commercial performance with environmental responsibility.

This innovative approach not only restored confidence in marketing but also embedded a culture of data-led decision-making. The work led to improved brand health, increased ROI, and a substantial reduction in the carbon footprint of media activity, demonstrating the power of econometrics to drive sustainable, long-term growth.