Media Agency

In: Business and Management

Submitted By chers
Words 6867
Pages 28
Selecting a

media agency

In association with:

Selecting a

media agency
INTRODUCTION
Whatever their size and experience, advertisers strive for quality, performance and productivity in all disciplines; and media strategy/media buying are no exception. In any discipline, questioning its process may occur at certain times in the lifecycle of an organisation, and this may lead to a media pitch. Over the past years, media planning and buying have come through many changes. Communication groups have turned their media departments into specialised companies and independent media buying shops have strengthened their skills and strategic capabilities. The companies are no longer mere buying points but real media agencies: their competencies have broadened to better meet advertisers’ needs. Today, advertisers face a highly concentrated and sophisticated media agency market, whose players have a high degree of professionalism. Selecting a business partner in this area is therefore a critical step for both the advertiser and the agency, and from both a strategic and financial perspective. In this context, this guide aims at helping advertisers and agencies to work together in an informed manner, focusing on quality and performance in their relationships. We propose methods, from defining the objectives to fine-tuning the contractual arrangements, which will allow the advertiser and its media agency to build a new relationship on solid grounds. Rather than identifying the “best” media agency, the advertiser should seek to find the one which will best understand its needs and bring appropriate answers to its questions. From the following pages, the advertiser will be able to select from all the criteria listed those which are of key priority to its own company.

Special thanks to UDA (advertisers association inFrance) and UDECAM (media agencies association in France)…...

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