Efficient agency selection leads to efficient media buying.
Problem
The client needed a new full service agency that not only understood national marketing strategy, but also hyper-local. They needed help to create and manage the RFP process and to select an agency partner.
Solution
We determined the need for an agency with strong franchise experience, plus a solid orientation to use data and technology in media. We wrote the RFP; we ran the RFP process, and scored submissions on dozens of criteria. The client consolidated five media agencies down to one agency.
Results
Improvements to their tech-stack enabled better data analysis, crisper measurement, deeper segmentation and optimization of personalized ads. This significantly increased efficiencies in their media buying.
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