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Supply chain optimisation with global drinks brand

DiPA® digital evaluation helped identify supply chain leakage, reduce agency fees and increase working media efficiency

Delivering a 30% improvement in working media efficiency.

/ Background

A global drinks brand required a 12-month evaluation of digital media activity at a time when the company had adopted a programmatic led media strategy and their media planning and buying had moved agencies.

Agency fees were submitted on a campaign by campaign basis, however, the client was uncertain of how much of their media investment was going towards working media due to opaque data and technology costs.

A clear and objective assessment of media investment across all digital channels was required, with full visibility of supply chain transparency and working media calculations.

/ Solution

  • Design

    • Through MediaSense’s DiPA® solution, rigorous analysis of planning and buying documents was conducted
    • Data and technology reports alongside supply chain costs were reviewed to create full visibility of media investment
    • Bespoke analysis was made to create more transparency for the client
  • Insight

    • The review revealed inconsistent FTE fees applied across multiple campaigns ranging from 18-33% of total cost
    • Overall working media efficiency was 20% below market average
    • All costs associated with data and technology used in advertising campaigns were not transparent
  • Action

    • The client had the opportunity to review and negotiate a fixed FTE fee for all campaigns
    • Create a consistent, zero-tolerance approach across all non-transparent data and technology costs
    • Develop continual monitoring of supply chain costs by category to gain clearer visibility

/ Outcome

  • Value

    • A new FTE contract was negotiated at fixed rate significantly below the clients previous average
    • A 30% improvement in average working media efficiency
    • Consistent fee structure across all campaigns
  • Quality

    • Full transparency of supply chain across media, data and technology
    • Client now has direct access to technology partner platforms
    • Executional and financial transparency established

Client quote:

"MediaSense's digital evaluation tool has allowed us to take back control of our programmatic supply chain and improve the transparency and efficiency of our media investment."