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This advertiser utilized three media AOR partners, one for each of their three consumer brand groups. The Client had decided to investigate the media efficiencies that could be gained by consolidating their media partners from three to one. MMI was engaged to help the Client evaluate the historical performance of each AOR and to quantify the media efficiencies that could be attained from a consolidation of media planning and buying activities. MMI's media planning and buying performance assessment included thorough reviews of the brand media plans, strategies, buying guidelines, buys, post-buys and billing reconciliation activities for each of the three media AOR's. In addition, on-site interviews were conducted with both Client brand marketing and media AOR personnel to supplement the formal media audit process. |
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Based upon the findings of the media assessment, the Client was able to financially support their recommendation to consolidate media planning and buying activity with one media AOR. This move generated $13 million in savings related to media cost efficiency gains and agency fees. |
