Media Operations/Capabilities for Agency
03-1014809-566

Media Planning Services

The best media plans are based on sound, strategic objectives and
strategies, developed from the overall marketing position of a brand or
client. Our planning is not done in isolation; it’s part of our
company, conducted in close collaboration with the account management,
strategy and creative teams immersed in the specific client’s brand.

With more than 30 years’ combined experience, the media staff has
experience in virtually all media, including spot television; national
and spot cable; national and local radio; national, regional and local
print; outdoor; and interactive. Our media research tools include
Arbitron and Nielsen ratings-data services, Claritas Demographic Data,
Standard Rate and Data Sources, and Hoover’s Online, among others.

Media Buying Services

We strive to build strong relationships with our media vendors, and we
make the effort to learn our clients’ markets. Strong, confident
negotiation is the key to any media buy, and our positive relationships
with media result in the best rates and opportunities for our clients.

We use the Strata media software package, one of the leading
media-buying tools. We buy media at the local level wherever possible,
to strengthen local ties to our clients and to the agency. However, we
also look to national buying networks where appropriate, to ensure that
our clients are getting the best deal possible.

Media Philosophy

Whether we are executing a targeted, local, test-market media buy, or a
multi-market, multi-vehicle regional campaign, we develop media plans
that are rooted in the strategic foundation of the brand.

Our media department mission is to be an integral and vital resource
for our clients, both internally and externally, providing strategic,
innovative media solutions, and precise, accountable buying services.

Our job is to develop creative media solutions that get the brand or
product noticed, while always remaining on strategy. This may mean
pushing a long-time spot TV advertiser to cable, to realize its cost
efficiencies and targetability. Or it may mean recommending that an
advertiser who uses print exclusively take a chance with satellite
radio, to reach its upscale audience. Whatever the solution,
traditional or nontraditional, it will be based on a strong, strategic
foundation.