Improving Media Buying Performances

Improving a brand owner's media performance by 5% - 10% is a relatively simple process - particularly when it has not been independently measured in the past. However, the global financial crisis has driven media 'savings' potential of 20% (plus) into the open market, hence the volume of media pitches currently pre-occupying media agency heads, media auditors and media management companies like EMM.

Media savings may come at a price that the unwary brand owner will come to regret. As always the 'devil is in the detail' and the boardroom 'one-liners' heralding fantastic media savings inevitably will ring hollow in year two.

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Improving Media Buying Performances