Media Operations/Capabilities for Agency
03-1015028-791

Our Media department works from the premise that every point of
interaction with a brand is a media opportunity. That is why we develop
Brand Exposure Plans, not simply Media Plans. In order to execute this
philosophy our Media Planners must work intimately with the account,
creative and brand planning teams to truly understand the consumer, the
competitive field and the brand idea. This insight will lead to greater
innovative media thinking than the traditional approach to media. In
fact, this has lead to several "guerrilla" media success stories for
our clients, many of which were previewed in a Business Week cover
story this past July or in the book our founders recently wrote named
Under the Radar.

For every client, the media function is headed up by a Group Media
Director. We employ up to four levels of media staffing for clients
based on each client's specific needs. Our media staffing levels
include Group Media Director, Associate Media Director, Media
Supervisor, Media Planner and Assistant Media Planner. The media
function on every account is overseen by the Managing Partner, Director
of Media and Interactive Services.

The Media department performs various functions for each of our clients
based upon the brand's needs. We conduct research both prior to and
following every media plan. The company subscribes to and utilizes all
of the following up-to-date syndicated media/industry/marketing
research tools to provide us with the best understanding of the
marketplace in which our clients' brands compete:

– Nielsen (national and local)
– Arbitron
– Media Market guide (cost-per-points)
– T•View Optimizer (reach and frequency determination)
– Standard Rate and Data Service
– KTS AdServe (third-party processor for ratings information)
– CJDS (national TV & radio buy maintenance systems)
– Scarborough (local media analysis)
– View for Adserve (spot TV/radio buy maintenance)
– Acknowledge (Internet tracking & trafficking software)

The Media department uses this research to best plan and buy print
(consumer and trade), broadcast (television and radio), and guerrilla
media. We follow every buy and media plan with a post-analysis. We
strongly believe in evaluating our plans and finding any possible way
of making our clients' dollars work even harder.