Advertising Age named Starcom it's Media Agency of the Year. Apparently they've won all kinds of new biz (Samsung, Pet Smart, United Airlines, etc.) and have managed to hold on to some biggies like Kelloggs, Nintendo, Appleby's and Miller Chill.
So this is why they are media agency of the year (imho). They did a buy for Miller Chill on Weather.com and arranged for the ad to show only when the temperature was over 80 degrees. No joke. I mean, how freaking smart is that?
Oh wise Starcom media people, I pay homage. Very cool. Read the story here.
Showing posts with label planning. Show all posts
Showing posts with label planning. Show all posts
1.28.2008
Opportunistic Media Budgets Save the Day
I first read about opportunistic media budgets on MediaPost's Online Spin here. Ever since, I've been certain to allocate a portion of all budgets towards an unexpected opportunity, which, I guarantee, will show up. I have never had an opportunistic media budget not be utilized in some way.
Recently, a client of mine decided that a sizable chunk of media money had to be cut to fund another activity (that's a whole other argument). Sadly, I opened my spreadsheet to see which unfortunate sales rep would get the cancellation call. But wait, there was my opportunistic media budget! And what a coincidence, that budget covered exactly the amount that our client would have had to cut from media already scheduled and running. So fellow planners/buyers, you never know when you'll use these funds...they can save you and your reps butts!
Recently, a client of mine decided that a sizable chunk of media money had to be cut to fund another activity (that's a whole other argument). Sadly, I opened my spreadsheet to see which unfortunate sales rep would get the cancellation call. But wait, there was my opportunistic media budget! And what a coincidence, that budget covered exactly the amount that our client would have had to cut from media already scheduled and running. So fellow planners/buyers, you never know when you'll use these funds...they can save you and your reps butts!
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