$1,800,000 Recaptured
Case Study: National Advertiser Multi-Agency Operations Review
Challenge
A major national TV, print and online advertiser employs different agencies for each of its divisions. Assignment is to review their media operations and processes to assess their commonalities and differences and to recommend ways to better align and coordinate the agencies' efforts to maximize the company’s media buying power, research insights and "go to market" strategies.
Solution
Advantage Media performed its process review including personal interviews and feedback, as well as our media inventory and performance assessment. Our process reviews identified the following for each division and agency:
- Strengths and weaknesses
- Media assets
- Staffing
- Systems
- Data
- Procedures
This was blended with our "best practices" information leading to our recommendations.
Results
- Recapture of $1,800,000 (4.5% of expenditures) in advertising applied to future campaigns
- Efficiency improvement opportunities (range by various mediums from 4% – 16%) by capturing the best negotiating results from each agency, in effect resetting the company’s vendor “base” CPMs
- Establishment of more streamlined media operations and shared learning among and between divisions and agencies
- Restructuring of their “go to market” approach to consolidate negotiations and maximize clout
- Re-working of the client’s internal procedures to capitalize on the value of their “corporate” media assets through greater collaboration, while maintaining separate marketing structures
445 Union Boulevard
Suite 102
Lakewood, Colorado 80228
303-763-8194 Tel
303-763-8195 Fax
www.AdvantageMediaInc.com
