A strategic transformation: Leading the agency space with data-driven innovation.
Problem
This agency aimed to lead in the mid-range agency space for data-enabled media but they faced several challenges. Larger clients needed direct media buys as part of the DSP operation, but the agency's manual processes due to high outsourcing costs hindered this.
Additionally, their approach to media and creative personalization through programmatic data was inadequate, and they trailed in market share for media revenue. Lastly, ensuring compliance with new privacy and regulatory requirements in a cookieless world added to the challenges.
Solution
To tackle these issues, Prohaska Consulting proposed that the agency shift to in-house media buying for programmatic efforts. This would cut costs, integrating automation and AI to streamline operations, and set specific revenue targets for programmatic execution.
We helped outline a DSP evaluation strategy and recommended offering CDP and consent management services to mid-sized and small companies.
We helped the agency to build a comprehensive omnichannel solution, leveraging real-time analytics and ensuring privacy compliance.
Results
Implementing these recommendations aimed to establish the agency as a leader in the mid-range agency space for data-enabled media. By increasing operational efficiency through automation and AI, they were able to reduce costs and drive significant growth in media spend with enhanced programmatic capabilities.
The goal was to offer more personalized and automated media and creative solutions while ensuring compliance with privacy regulations. This strategy provided a clear roadmap for the agency to enhance its product and market positioning, improve operational efficiencies, and secure compliance in a rapidly evolving digital landscape.
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