We are a Marketing Efficiency firm, broadly defined.
Sometimes efficiency means getting "more for the same," like when we perform media cost optimization portfolio analysis. Sometimes efficiency means getting "the same for less," like when we re-negotiate uncompetitive contracts, administer Request for Proposals (RFP), or find strategic substitution opportunities. And sometimes, efficiency means strategic in-sourcing of work, strategic out-sourcing of work, or streamlining and automating processes.
CEOs, CMOs, CFOs, and Wall Street investors reward those that deliver efficiencies.
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| Strategic Sourcing vs. Purchasing |
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| Marketing Procurement
Strategic Sourcing ≠ Purchasing
While many companies deploy a "three bids and a cloud of dust" widget-purchasing approach, we strategically source the Marketing spend (e.g. ad agencies, media agencies, marketing services consultants, printed materials, ad production suppliers, etc...).
In addition to capturing pricing concessions through RFPs and contract renegotiations, we capture savings through: demand management, strategic substitution, in-sourcing, outsourcing, discretionary spend policy fortification, e-procurement, payment term modification, and tax optimization, as well.
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Media Cost Optimization
We start with the planning parameters you provide to your advertising agency: target demographic, TRP goals, CPM goals, day-part mix, etc... We then use our proprietary Media Cost Optimization Modeler™ to identify program portfolio alternatives that satisfy the planning parameters cost optimally.
We consistently deliver 20%+ media cost efficiencies, particularly for large TV advertisers.
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| Sample Media Optimization Output |
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