In another agency some time back we were discussing remuneration with a larger client over lunch. Once the polite chat was completed and the meals had been ordered we approached the rather prickly subject of our fee. To gain some context we asked the fees of various other essential products and services - pens and toilet paper to be precise. On gathering this information we realised that as their media planning and buying “partner” our fee was considerably less than pens (including highlighters) and only marginally better than their supplier of toilet paper.
While never underestimating the importance of quality toilet paper, we quickly realised that the word “partner” was loosely used and in fact we were a “supplier”. Despite being responsible for the planning and placement of their messages to market we were not truly valued.
It quickly dawned on us that to “have a seat at the table” media agencies need to contribute more to the client’s business. We need to be more commercially accountable with the money we have been trusted with. Creating awareness and achieving effective reach is all laudable and worthy, but is it selling more products or generating more enquiries?
While many other factors will influence and determine the success of a campaign, we believe media is a vital ingredient. For a client to share our belief we need to prove that for every dollar they spend a result or a return is achieved.
Only then will we be a true partner.
How we work?
There is no denying the power of creativity, or the power of an original idea. Our role is not only to bring this idea to life, but to get the viewer, the reader or the listener to become a consumer. Through optimising the media and econometric modelling we can get this idea in front of our audience when they are at their most receptive.
Contact Us
Suite 2, Level 2, 132 Gwynne St, Richmond VIC 3121
Phone: (03) 9421 0888
Fax: (03) 9421 0808