How much has the way you use media changed over the past five years? Silly question right? Now compare this with the way media performance is managed and evaluated and how this has changed. Not at all? A little?
The media landscape has been transformed, and the way in which media is managed and evaluated needs to go through a similar transformation. Our unique approach helps brands unlock greater value from their paid, owned and earned media investments, and encourages more responsible and transparent buyer behaviours.
We have a two cylinder approach to engineering greater media value:
- Plan for Value is a structured process , which stimulates new and more strategic thinking around media value, centred around a series of core value components
- MediaSensor is our evaluation system, prioritising outcomes over inputs; absolute measures over relative benchmarks; and encourages positive and collaborative interactions rather than creating adversarial ones
These tools enable us to put in place effective solutions which encourage and maintain breakthrough performance, and represent a genuine step-change in feedback sessions on media agency performance.
All relationships need to receive due care and attention, need to be continually refreshed and strengthened, and very occasionally need to be replaced.
The pace of change in media technology and the growth in data capacity bring opportunity and risk in equal measures. As advertising morphs into content, as platforms stand side by side with publishers, and as it becomes harder to distinguish media buyers from media retailers, there has never been a greater need for strong agency guidance and governance.
- MediaCensus is our diagnostic tool which identifies, grades and prioritises the servicing, capability, performance and commercial gaps which exist between client and agency.
We take brand owners through two types of change process:
- We help strengthen relationships through a structured assessment of resources, capabilities and processes; strategy, value, and commercial
- We facilitate new relationships through a rigorously planned and managed end-to-end pitch process which maximises every measure of value and minimises all areas of risk.
Both of these processes are well-established, globally as well as in the UK specifically, ensuring we are the change advisors of choice for our clients.