Do you really know how well you are buying media?

Google the term “media fragmentation” and you will be faced with more than 10 million results. “Media fragmentation” is probably the most common topic discussed by your media agency. This fragmentation has had a significant impact on the way marketers harness media options. Mono dimensional campaigns no longer cut it in today’s marketplace. Think of the multi-screen viewing phenomenon. Although the argument that television remains the “most powerful of all media” continues, there is no argument in terms of its scheduling in isolation. It has become extremely rare. The success of campaigns is now determined by the combination of media opportunities to interact with your target at different…

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Do you need a media audit or a media review?

Media Audits review the media agency’s invoicing procedures and ensures that invoices emanating from the agency align with those raised by the media. Let’s briefly consider why an audit is necessary: 1. It allows an assessment of rates charged versus rate agreements to ensure they align. I.e. that the rate invoices reflect the negotiated client volume discounts and concessions. 2. It ensures that rates charged by the media are not loaded by the media agency and that credits (or debits) for rate adjustments are passed on to the client in full. 3. It facilitates an investigation into whether suspense (or holding) accounts have been established or not. (These…

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True or False – Savings can be achieved without the loss of service output.

Cost savings are easy to deliver but are often a false economy in the absence of agreed service delivery standards. We call this sentiment “value management”. It underpins the work undertaken for all of our clients. Be it agency pitches, contract renewals, cost negotiations or media performance reviews, consistent due diligence must be applied to ensure savings generated on behalf of clients are protected through performance accountability. We’ve got a common objective with our clients. The objective is to ensure that the best possible performance output is received for the fairest possible price. This applies for all communication supplier types. There are several tools to enable this:

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One size does not fit all – creative agency remuneration models

The most common and complex frustration of many clients is finding a creative agency remuneration structure that is relevant to campaign volumes, and is transparent and flexible. It’s an area of marketing value management that we’ve worked hard to master. We are privy to a wide range of remuneration models; from the old school system of paying an agency a percentage based “service fee”, to fixed fee services, plus the Enth Degree proprietary models focusing on quantifiable outputs. The point is that there will never be a definitive “best” model because each client’s requirements differ.

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