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Media Management Consultancy Intro1
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Transcript of Media Management Consultancy Intro1
Media ManagementConsultancy
Improving media Efficiency
Building Expertise and Education
Improving Marketing Effectiveness
Author: Robert Johnson [email protected] Mob. +45 20 16 60 40
Premise
Today, marketing departments typically use time between creating advertising and implementing advertising in a ratio of 80%/20%.
Given that about 80% of marketing budgets are used on implementation, it would make sense to improve focus and internal management of media processes.
Mission
To build media expertise, efficiency, and education along side Marketing in order to drive media savings and maximize marketing effectiveness across all applicable regions.
Objective and Benefits Coordinate Media efforts across all Brands/Countries
Save time with media questions – improving marketing focus Marketing keeps focus on Brand, Consumer and Marketplace
Improve effectiveness of marketing efforts Drive and accelerate media decision making
Improve accountability of Marketing department Improve media performance, media briefs, strategy and plan development Develop and share best practice with marketing teams Provide helicopter view
Improve Return on Marketing Investment Provide 5-10 times the savings value versus investment Create/Manage KPI’s to improve savings and cost efficiencies Translate learning from campaign review to generate future savings
Connect Companies with Best Communication Solution Partners Improve Innovation and Creativity of executions Help introduce ambient opportunities as well as obvious primary media Generate Communication ideas through gathering, PR, DR, Event, In-Store, Ad
Agency and Media Expertise Improve quality of media agency input
Review service, performance and cost to achieve best practice
Where Media Management fits in
Procurement
Media Agency
CommunicationPartners
MarketingMedia Management Consultancy
Services Offered
SalesShare of ValueShare of Volume
The Brand Awareness, Loyalty, Use, Trial
The Consumer Definition, lifestyle, attitudes
The Marketplace Distribution, competitive scene
The Communication Relevance, Connection means
Business Challenges Marketing ChallengesCommunication
Brainstorm
1. Build bridge between marketing and procurement2. Build bridge between marketing and Comm. Partners3. Provide tools for major stages of Marketing Process4. Guide toward best practice of MarCom Strategy
development
MarketingStrategy
AndCommunication
Platform
Services Offered
Brief Strategy Plans
1. Improve Brief process and content 2. Evaluate media strategy and provide critical sparring3. Encourage media Plan harmony, consistency and best
fit with company needs
Services Offered
CampaignExecution
Campaign Learning,Scoring, Evaluation
Future Needs/Action
1. Improve Negotiation strategy and outcome2. Establish benchmarks and Key Performance Measurement3. Use learning from performance to generate future cost
reduction opportunities
Services Offered
M e d i a M a n a g e m e n t C o n s u l t a n c y
S andra RodriguesM e d ia C o o rd in a to r
(C o -m e d ia bu y in g + e x ec u t io n)(P la n up d a te s - S W )
Aino JakobsenM e d ia C o o rd in a to r
(C o -m e d ia bu y in g + e x ec u t io n)(P la n U p da te s - D K , N O a nd F I)
S te fani G ie rschA c c o u n t M a n a g e r
(D K M ed ia P la n n in g)(N o rd ic R e se a rc h)
M ikae l O lssonR e s e a rc h e r
(A d h o c S W re s e a rc h)
Ann-M argre th AnderssonM e d ia C o o rd in a to r
(S W C o -m ed ia b uy in g + e x e cu t io n)
P er Nords trömA c c o u n t M a n a g e r
(S W M e d ia P la n n in g)
S idsel K arlssonR e s e a c h e r
(A d h o c N O res e a rc h)
H ilde Ham re L ibe rgM e d ia C o o rd in a to r
(C o -m ed ia b uy in g an d e x ec u t io n)
M ette Adam senA c c o u n t M a n a g e r
(N O M e d ia P la nn in g)
K atja S vennevigA s s is ta n t
(E x e c u tio n e tc)
Tina AaströmT V S tra te g is t /P la n n e r
(T V pla n n ing + bu y ing(A d h o c F I re s e ra c h)
P irjo H artika inenA c c o u n t M a n a g e r
(F I M ed ia P lan n in g)
E lse M arie Lehm anN o rd ic K e y A c c o u n t M a n a g e r(N o rdic C o ord in at io n /St ra te gy /P lan n in g)
(N o rdic m ed ia bu y in g)
R obert JohnsonN o rd ic C lie n t S e rv ice D ire c to r
M a n a g i n g I n s i g h t s A c r o s s C o u n t r i e s
M e d i a A g e n c y S e r v i c e T e a m
Media Management Consultancy
Nordic Advertiser service modelsCentral coordination
Local coordination
SW NW DK FI
Nordic Media Services
Nordic Marketing Group
SW NW DK FI
SW NW DK FI
Nordic Media Specialists
Nordic Marketing Specialists
SW NW DK FI
SW NW DK FI
SW NW DK FI
Marketing
Media Agency Service
SW NW DK FI
SW NW DK FI
Marketing
Media Agency Service
Service Team Matchingand guidance
1. Evaluate Marketing regional needs2. Recommend best media service model and team3. Agency Service Evaluations4. Monitor and Manage fee + manpower
Function January February March April May June July August September October November December
Media Performance Benchmark Review
Brief Content Guidance
Strategy support
Communication Benchmark Formation
Negotiation Support
Service Evaluation
Service Team Guidance
Media Performance Check
Timing of Function and Responsibility
Example
About the AuthorRobert Johnson
As of March 09, I am offering freelance media and marketing consultancy. I am looking for full time employement by a leading full service digital agency or media agency.
All tips and inquiries welcome
Overview of past employment: Creuna - online marketing consultant Saxo Bank - global marketing intelligence manager MMC/Marketing Clinic – founder and senior consultant Mediaedge:cia Nordic - client service director SBS Broadcasting - research and sales manager Katz media corporation New York - TV research manager
11
Working experience:
Online Marketing Specialist – Creuna – Nov.08 – Mar. 09
Developed the first online marketing strategy discipline within scandinavias largest digital agency (370 employed)
Developed successful customer strategies online for building loyalty programs, awareness, increasing sales
Experienced in optimizing e-commerce, web traffic, tracking and conversion to objectives
Skilled in web analytics, converting data to actionable online strategies, multivariate testing, KPI establishment
A few client experiences: Q8, Royal Copenhagen, Microsoft Denmark, Saxo Bank
Global Marketing Intelligence - Saxo Bank – Dec.07 – Oct. 08
Project owner of Omniture online business management system implementation
Integrated Email, Newsletter, PPC, Banner tracking into single measurement system
Demonstrated online and offline channel contribution to return on marketing investment
Senior Consultant - Marketing Clinic Partners – Feb.05-Nov.07
Developed media management consultancy service offer to improve media ROI
Demonstrated over 10 million Euro of efficiency improvement through improved media price, performance and processes working with vendors
A few client experiences: Telia Sonera, Silja Line, Fazer bakeries, Mercedes, Citibank, Electronic Arts, National Lottery, Loreal, Iittala, Leaf, LU, Danone, Karkimedia, Wartsilla
Nordic Client Service Director at Mediaedge:cia – Nov.95 – Jan.05
Lead media and communication advisor for Colgate-Palmolive , Nestle, Sony Ericsson, Navision,
Chief consultant on all key corporate accounts
A few client experiences: Colgate Palmolive, Nestle, Microsoft Business Solutions, Sony Ericsson, Kraft, Schulstad, Mercedes, Robert Bosch, Kodak
Media Sales and Research consultant SBS Broadcasting – Jan.93-Oct.95
Sales Research analyst Katz Media Corporation, New York Oct.89.Dec.92
CV – Robert JohnsonHumlebæk, DenmarkMobile: +45 20 16 60 40
Online/Offline marketing performance optimizer
Education 1985-1989
Honors “Cume Laude” graduate from New York State University at Brockport, Bachelor of Science, focus in Broadcasting, Communications and Marketing
2001 Management Training at London Business School of Management, global Media Lions program – 5 days
Recent Workshops delivered/participated 2009
Speaker for FDIH Search Marketing Seminar in Copenhagen Expert Online Marketing commentator on News program DR2 feature report
2008 Facilitated Microsoft workshop for senior management to improve understanding of online marketing Omniture web analytics summit Copenhagen Omniture Site catalyst training
2007 Facilitated full day workshop for 30 Norwegian Advertising Association members “Driving effect of media investments” Facilitated workshop for 20 Itala Glass global/regional marketing managers on best practice yearly media process
2006 Facilitated several Media Management workshops at Hartwall arena, Helsinki to over 60 marketing and top managers
2005 Facilitated half day workshop for senior management of HK meat company “Improving Media Efficiency and Effect”
CV – Robert JohnsonHumlebæk, DenmarkMobile: +45 20 16 60 40
Online/Offline marketing performance optimizer
Marketing value assesmentE-commerce flowTraffic flowPath to purchaseSales performanceMarketing performanceMedia performance Campaign performanceKPI evaluation
Search engine marketing SEMSearch engine optimization SEODisplay advertisingBanner productionTracking set-upDigital workshopsSponsorshipsDashboards
KPI matrixBalance scorecardDashboardsReport formatsBriefsMedia plansMarketing plansStrategic planningTactical planningMarketing mixMedia mixSite strategyCampaign strategyChannel strategy
Brand studiesConsumer studiesCompetitive Sales modelingValue assessmentE-commerce flowChannel analysisMarketing contributionMedia contributionOnline tracking
Research Development ImplementEvaluate/
Recommend
Types of services performed