Most clients have a wider and widening circle of marketing communications suppliers, particularly in the media area. Increasingly faced with the challenge of deciding what to outsource to agencies and what to bring or keep in-house, and inevitably managing different teams and multiple skills-sets, the organisational challenges are enormous.
‘Organised resources’ is a rigorous evaluation process which helps marketers to address these challenges objectively. It ensures a fit-for-purpose organisation is in place so that both internal and external resources are working collectively, coherently and therefore most effectively.
Many clients are overwhelmed by the complex architecture and multiple components of the paid, owned and earned planning process. From communications development through to implementation planning, the process is rapidly evolving in terms of approach, sophistication and the expanding role of data and technology.
‘Planning outcomes’ is a collaborative process that assists internal and external stakeholders to align on process, ensures all the planning components are optimised and media communications activities are best placed to deliver on objectives.
The legacy techniques of the analogue world are no longer robust or dynamic enough to measure, monitor and manage the capture of all potential sources of media value. Clients instead should evaluate the absolute value return on their investments and to increase their focus on outcomes rather than relative inputs.
Optimised value in the digital era requires a blend of strategic thinking and strong methodological process. Our approach delivers meaningful insight and ensures that value is identified and captured when it is needed most, rather than months after the event when priorities have moved on.
Rewarding responsible behaviours and outstanding performance should be every client’s goal when constructing contracts and designing remuneration schemes. Aligning rewards to desired business outcomes ensures that the client and agency have mutual goals which are not distorted by the market and the necessity to deliver against irrelevant targets.
Performance Rewarded is a collaborative process between client and agency, which includes the identification of relevant metrics and KPIs which will ultimately drive better business outcomes across paid, owned and earned channels, and result in motivated and appropriately incentivised partners.
Data & Technology
Data and technology are, and always have been, core drivers of marketing performance. However, information on audiences and markets can often be under-utilized or even ignored in the media process, whilst technologies do not always serve the best interests of advertisers.
We carry out detailed assessments of the way data is used within the clients’ organisation to ensure that data sources are being mined and fully leveraged. For technology, we evaluate all the tools clients are using, both internally and those used by their agencies to ensure technological capability is being harnessed to maximise ROI.