During market expansion, our client wanted to save on sourcing costs and make spending more transparent and controllable while improving efficiency. The company continuously increased marketing spending, but they did not want to jeopardize the quality of received services.
Our experts prepared a report with detailed specifications about the use of media spending as well as measuring and controlling efficiency. Based on assessed needs and expectations, we requested proposals from media agencies and managed negotiations with them.
The media market is a fairly narrow area where several players belong to the same interest group. The relationship between agencies and the media is convoluted. A key objective of the project is to break up this “coalition” and generate real competition.