Media Operations/Capabilities for Agency
03-1013242-310

Media planning and placement is a key part of the integrated marketing
services package we offer our clients. Our Media Director serves as an
integral member of our initial strategic team, actively participating
in key strategic discussions to ensure sound media strategies can be
implemented to achieve the overall marketing objectives and brand
positioning concepts.

Our media philosophy is to look within and beyond the typical
technology media vehicles to determine the most effective and efficient
media to carry our clients’ messages. With regard to technology media,
our philosophy is to maintain a high level of knowledge about each book
and its editorial content and readership.

We work with the technology trades on a daily basis. As a result, we
evaluate editorial changes as they occur and determine their effect on
readership and potential client involvement in these issues. In
addition to the qualitative analyses we conduct, we employ all
appropriate research tools to quantitatively evaluate each book.
The entire media department is fluent with all media research tools.

In addition, we always extend the value and impact of our clients’
media investments by exploring the creative uses of media to reach our
target buyers and influencers. We were one of the first agencies to
implement a targeted cable television campaign to enhance brand
awareness for a technology company. We identified the purchase
influencers for this client’s products as being multi-constituent, and
demonstrated via a special Erdos & Morgan study that they could be more
effectively and efficiently reached through targeted television. In
addition to the multi-constituent reach television provided, the medium
was recommended for its strong branding impact.

Our agency is unique in its media staffing in that we have hired large
agency, consumer trained media professionals who are now applying
consumer media principles to the planning and buying of technology
media. Since we specialize in technology advertising, all of our media
professionals are more than familiar with the intricacies of media
directed to technology targets - they enjoy working in this category.
This typically cannot be found in larger agencies where the technology
accounts are usually relegated to the more junior level planners who
would rather be working on the more glamorous consumer accounts. Our
media staffing philosophy differs from smaller, business to business
agencies as well, in that we look for media professionals who have the
solid consumer training that our clients will benefit from when media
planning goes beyond trade publications. In most B2B agencies, the
media professionals have little or no broad based media training.

Tough minded, thorough media standards apply to our negotiation
philosophies. We demand the best rates from our media reps and
typically get them because we have developed strong relationships with
them. Beyond rates, we look for packages that will enhance the
marketing program throughout the year for our clients. With our strong
media relationships we get the lowest rates, premium positions,
valuable merchandising programs and our clients are presented special
opportunities throughout the year. An end of the year assessment of our
media programs typically shows the total value of the programs
negotiated to be anywhere from 50% to 100% greater than the actual
media costs.