MYPRODUCT38 Pitching Media Agencies for TV Campaign

1.Situation

As a commercial manager at Veteco since 2010 I was responsible for defining the communication’s strategy and implementing the full promotion mix for Frontline Combo (TV, online, specialized publications, merchandising etc.).

In MYPRODUCT18 I detailed how starting 2010 I optimized TV campaigns to promote the Frontline Combo brand, with spectacular result at the level of  Frontline Combo’s sales and brand indicators.

2.Task

Since the TV campaign was the primary vector of the communication mix for Frontline Combo, inclusive at budget level, it was vital that media strategy and TV media plans to generate maximum efficiency and performance.

In this context, in one year we ran a media pitch in which I invited two top media agencies to present their proposals regarding the media strategy for our Frontline Combo TV campaign.

For those who are not familiar with media plans, media indicators, collaborations with media agencies, evaluating the proposals received from media agencies represent always a fairly sparse process.

But what are the most important criteria for evaluating TV campaign proposals?

3.Action

The media presentations abound in specific indicators and terminology: target, affinity index, reach, OTS, premium positions, share of voice, TRP, CPP etc.

Consequently, to “read” media proposals it is necessary to understand the significance and correlation of these indicators.

This is not the purpose of this article reason why I do not enter in details. Who is interested can access information about media indicators by simply searching through internet.

4.Results

Instead I present a practical working tool, the general evaluation form that I used to select the winning presentation from the media pitch.

Note: information, numbers are random, used for exemplifying purposes.

5.Key Leanings

A good professional in commercial, marketing, communication needs to be able to work with such tools and indicators.

In developing a media campaign, in my opinion, his / her main responsibilities cover two areas:

-optimization of the campaign at media plan level to obtain performant indicators

-correlation of media campaign with company’s business realities to create synergy with the other commercial activities included in marketing plan and to enhance the impact of these initiatives.

Notification: MYPRODUCT reflects my real professional experience and expertise as well as my subjectivity. I do have a profound respect for all the companies I collaborated to and for all the people I worked with. It is not my intention to approach any sensitive, confidential or offending information related to companies, projects or people. If you the reader deduct or recognise companies, projects or people in my examples, I kindly ask you to respect MYPRODUCT and my professional and ethic approach and to not share any detail, information, situation, name, company.