Media Management Consultancy Improving media Efficiency Building Expertise and Education Improving Marketing Effectiveness Author: Robert Johnson [email_address] 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.

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.

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

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 Communication Partners Building Bridges Marketing Media Management Consultancy

Services Offered Sales Share of Value Share 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 Challenges Communication Brainstorm Build bridge between marketing and procurement Build bridge between marketing and Comm. Partners Provide tools for major stages of Marketing Process Guide toward best practice of MarCom Strat egy development Marketing Strategy And Communication Platform

The Brand

Awareness, Loyalty, Use, Trial

The Consumer

Definition, lifestyle, attitudes

The Marketplace

Distribution, competitive scene

The Communication

Relevance, Connection means

Build bridge between marketing and procurement

Build bridge between marketing and Comm. Partners

Provide tools for major stages of Marketing Process

Guide toward best practice of MarCom Strat egy development

Services Offered Brief Strategy Plans Improve Brief process and content Evaluate media strategy and provide critical sparring Encourage media Plan harmony, consistency and best fit with company needs

Improve Brief process and content

Evaluate media strategy and provide critical sparring

Encourage media Plan harmony, consistency and best fit with company needs

Services Offered Campaign Execution Campaign Learning , Scoring, Evaluation Future Needs/Action Improve Negotiation strategy and outcome Establish benchmarks and Key Performance Measurement Use learning from performance to generate future cost reduction opportunities

Improve Negotiation strategy and outcome

Establish benchmarks and Key Performance Measurement

Use learning from performance to generate future cost reduction opportunities

Services Offered Service Team Matching and guidance Evaluate Marketing regional needs Recommend best media service model and team Agency Service Evaluations M onitor and M anage fee + manpower

Evaluate Marketing regional needs

Recommend best media service model and team

Agency Service Evaluations

M onitor and M anage fee + manpower

Timing of Function and Responsibility Example Function January February March April May June July August September October November December Media Performance Benchmark Re view Brief Content Guidance Strategy support Communication Benchmark Formation Negotiation Support Service Evaluation Service Team Guidance Media Performance Check

About the Author Robert 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

Robert 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

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 Johnson Humlebæk, Denmark Mobile: +45 20 16 60 40 Online/Offline marketing performance optimizer

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

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 Johnson Humlebæk, Denmark Mobile: +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”

Types of services performed Marketing value assesment E-commerce flow Traffic flow Path to purchase Sales performance Marketing performance Media performance Campaign performance KPI evaluation Search engine marketing SEM Search engine optimization SEO Display advertising Banner production Tracking set-up Digital workshops Sponsorships Dashboards KPI matrix Balance scorecard Dashboards Report formats Briefs Media plans Marketing plans Strategic planning Tactical planning Marketing mix Media mix Site strategy Campaign strategy Channel strategy Brand studies Consumer studies Competitive Sales modeling Value assessment E-commerce flow Channel analysis Marketing contribution Media contribution Online tracking Research Development Implement Evaluate/ Recommend