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Our Client was seeking an independent third-party assessment of their media AOR's planning and buying performance. The goal of the audit was twofold, first they desired recommendations for improving upon the comprehensiveness of the media plan, soundness of the plan rationale and supporting documentation and in tightening up the buying guidelines to be employed by their advertising agency. Secondly, they wanted to assess the caliber of the agency's ability to deliver on their audience estimates, by media, by market and by daypart to insure that their communications goals were being achieved, protecting the integrity of their marketing mix modeling forecasts. |
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As a result of MMI's media plan review, a new planning process and plan outputs were defined to insure that the full compliment of strategic resources available through the agency were brought to bear on the Client's business and that decisions were fact based and supported with sufficient rationale. Additionally, buying guidelines were expanded to provide a greater level of specificity with regard to the Client's expectations regarding how the media buy would be executed (i.e. posting tolerances to plan, final buy, by daypart/ spot separation requirements/ minimum acceptable ratings/ restricted programming/ break averaging, etc...). Finally, as a result of the plan audit, the Client and agency made a significant shift in their National TV mix, moving weight from Network prime to National cable, which delivered on their communications goal at a significant savings to plan. |
