How digital agencies can work with media agencies

Campaign Brief to Final evaluation process

Author: Robert Johnson rj@mmcglobal.dk Mob. +45 20 16 60 40

WORKING PROCESSES

Digital and Media Agency Processcampaign development/execution

Digital Agency Media Agency

Transcript:All companies should develop a set of preferred working processes to optimize the cooperation of

specialist vendors.The following example illustrates a possible working relationship between a digital agency and media

agency.

This model is based on an assumption that a yearly brief has been provided to both vendors which contains the overall marketing objectives, KPI’s, and marketing strategies.Note: a marketing strategy is not a tactical media strategy, it is higher within the KPI hierarchy. An example of the hierarchy to illustrate would be this:

Business objective: increase salesMarketing objective: increase awarenessMarketing strategy: Utilize mass media channels with high reach in a short timeMedia channel strategy: Use TV, Print, BannersMedia tactic strategy: Use channel 1,2,3, New York Times, Affiliate networks, Major online publishers

In this example, the Brief stage asssumes that the Advertiser invites both vendors to the same brief. Each vendor should be clear on their roles and responsibilities from the start of the brief so ears are tuned in appropriately.

The Strategy development stage in this example is meant to be on the short term or campaign strategy stage. The digital agency should be responsible for determining the appropriate channel. By channel it is meant for example; Search engine marketing, Social media, Email, Newsletters, Banners, application development, links sponsorships, etc. The media agency should be responsible for determining the tactical media that provides the best value for the money, fx; Facebook, My space, Google, Yahoo, MSN, You tube, The New York Times or the New York Post site.

The Production responsibility of creative material and or technical applications should belong to the agency who has this specialization. In some full service digital agencies, this lies in house, other times another vendor is required. The media agency has also a significant role in producing a comprehensible media plan that shows all activities in alignment, cost and estimated KPI effect

The execution stage should be seperated so that the expertise counterbalances each other from each vendor. The digital agency can provide a neutral evaluation of the effect and efficiency of each tactical media performance and provide continual updates to both advertiser and media agency. This assumes the digital agency is tracking the digital performance! The media agency should be continually striving to optimize the media selection on the basis of the performance on the advertisers site...not on the clicks or impressions!

The Evaluation stage should be a joint effort of digital agency and media agency to bring to the advertisers attention the most valuable insight on how to improve future performance. Vendors who are truly thinking on behalf of a client will strive to improve efficiency and effect with every future campaign. This is how everyone stays in business and competitive edges are gained.

About the AuthorRobert Johnson

As of March 09, I am offering freelance media and marketing consultancy. I am looking for full time employement by a leading full service digital agency or media agency.

All tips and inquiries welcome

Overview of past employment: Creuna - online marketing consultant Saxo Bank - global marketing intelligence manager MMC/Marketing Clinic – founder and senior consultant Mediaedge:cia Nordic - client service director SBS Broadcasting - research and sales manager Katz media corporation New York - TV research manager

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Working experience:

Online Marketing Specialist – Creuna – Nov.08 – Mar. 09

Developed the first online marketing strategy discipline within scandinavias largest digital agency (370 employed)

Developed successful customer strategies online for building loyalty programs, awareness, increasing sales

Experienced in optimizing e-commerce, web traffic, tracking and conversion to objectives

Skilled in web analytics, converting data to actionable online strategies, multivariate testing, KPI establishment

A few client experiences: Q8, Royal Copenhagen, Microsoft Denmark, Saxo Bank

Global Marketing Intelligence - Saxo Bank – Dec.07 – Oct. 08

Project owner of Omniture online business management system implementation

Integrated Email, Newsletter, PPC, Banner tracking into single measurement system

Demonstrated online and offline channel contribution to return on marketing investment

Senior Consultant - Marketing Clinic Partners – Feb.05-Nov.07

Developed media management consultancy service offer to improve media ROI

Demonstrated over 10 million Euro of efficiency improvement through improved media price, performance and processes working with vendors

A few client experiences: Telia Sonera, Silja Line, Fazer bakeries, Mercedes, Citibank, Electronic Arts, National Lottery, Loreal, Iittala, Leaf, LU, Danone, Karkimedia, Wartsilla

Nordic Client Service Director at Mediaedge:cia – Nov.95 – Jan.05

Lead media and communication advisor for Colgate-Palmolive , Nestle, Sony Ericsson, Navision,

Chief consultant on all key corporate accounts

A few client experiences: Colgate Palmolive, Nestle, Microsoft Business Solutions, Sony Ericsson, Kraft, Schulstad, Mercedes, Robert Bosch, Kodak

Media Sales and Research consultant SBS Broadcasting – Jan.93-Oct.95

Sales Research analyst Katz Media Corporation, New York Oct.89.Dec.92

CV – Robert JohnsonHumlebæk, DenmarkMobile: +45 20 16 60 40

Online/Offline marketing performance optimizer

Education 1985-1989

 Honors “Cume Laude” graduate from New York State University at Brockport,  Bachelor of Science, focus in Broadcasting, Communications and Marketing

2001 Management Training at London Business School of Management, global Media Lions program – 5 days

Recent Workshops delivered/participated 2009

Speaker for FDIH Search Marketing Seminar in Copenhagen Expert Online Marketing commentator on News program DR2 feature report

2008 Facilitated Microsoft workshop for senior management to improve understanding of online marketing Omniture web analytics summit Copenhagen Omniture Site catalyst training

2007 Facilitated full day workshop for 30 Norwegian Advertising Association members “Driving effect of media investments” Facilitated workshop for 20 Itala Glass global/regional marketing managers on best practice yearly media process

2006 Facilitated several Media Management workshops at Hartwall arena, Helsinki to over 60 marketing and top managers

2005 Facilitated half day workshop for senior management of HK meat company “Improving Media Efficiency and Effect”

CV – Robert JohnsonHumlebæk, DenmarkMobile: +45 20 16 60 40

Online/Offline marketing performance optimizer

Marketing value assesmentE-commerce flowTraffic flowPath to purchaseSales performanceMarketing performanceMedia performance Campaign performanceKPI evaluation

Search engine marketing SEMSearch engine optimization SEODisplay advertisingBanner productionTracking set-upDigital workshopsSponsorshipsDashboards

KPI matrixBalance scorecardDashboardsReport formatsBriefsMedia plansMarketing plansStrategic planningTactical planningMarketing mixMedia mixSite strategyCampaign strategyChannel strategy

Brand studiesConsumer studiesCompetitive Sales modelingValue assessmentE-commerce flowChannel analysisMarketing contributionMedia contributionOnline tracking

Research Development ImplementEvaluate/

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Types of services performed