Media Management Consultancy Improving media  Efficiency Building  Expertise  and  Education Improving Marketing  Effectiv...
Premise <ul><li>Today, marketing departments typically use  time  between creating advertising and implementing advertisin...
Mission <ul><li>To build media expertise, efficiency, and education along side Marketing in order to drive media savings a...
Objective and Benefits <ul><li>Coordinate Media efforts across all Brands/Countries </li></ul><ul><ul><li>Save time with m...
Where Media Management fits in Procurement Media Agency Communication Partners Building Bridges Marketing Media Management...
Services Offered Sales Share of Value Share of Volume <ul><li>The Brand </li></ul><ul><ul><li>Awareness, Loyalty, Use, Tri...
Services Offered Brief Strategy Plans <ul><li>Improve Brief process and content  </li></ul><ul><li>Evaluate media strategy...
Services Offered Campaign Execution Campaign Learning , Scoring, Evaluation Future  Needs/Action <ul><li>Improve Negotiati...
Services Offered Service Team Matching and guidance <ul><li>Evaluate Marketing regional needs </li></ul><ul><li>Recommend ...
Timing of Function and Responsibility Example Function January February March April May June July August September October...
About the Author <ul><li>Robert Johnson </li></ul><ul><li>As of March 09, I am offering freelance media and marketing cons...
<ul><li>Working experience: </li></ul><ul><li>Online Marketing Specialist – Creuna – Nov.08 – Mar. 09 </li></ul><ul><li>De...
<ul><li>Education  </li></ul><ul><li>1985-1989 </li></ul><ul><ul><li>  Honors “Cume Laude” graduate from New York State Un...
Types of services performed Marketing value assesment E-commerce flow Traffic flow Path to purchase Sales performance Mark...
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Media Management Consultancy Intro1

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A company introduction for proposing an internal media management concept within a corporation or with an outsourced partner. Describes the concept, mission, benefits, process and yearly timing of activities for a media management function within the marketing department.

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  • Media Management Consultancy Intro1

    1. 1. Media Management Consultancy Improving media Efficiency Building Expertise and Education Improving Marketing Effectiveness Author: Robert Johnson [email_address] Mob. +45 20 16 60 40
    2. 2. Premise <ul><li>Today, marketing departments typically use time between creating advertising and implementing advertising in a ratio of 80%/20%. </li></ul><ul><li>Given that about 80% of marketing budgets are used on implementation, it would make sense to improve focus and internal management of media processes. </li></ul>
    3. 3. Mission <ul><li>To build media expertise, efficiency, and education along side Marketing in order to drive media savings and maximize marketing effectiveness across all applicable regions. </li></ul>
    4. 4. Objective and Benefits <ul><li>Coordinate Media efforts across all Brands/Countries </li></ul><ul><ul><li>Save time with media questions – improving marketing focus </li></ul></ul><ul><ul><ul><li>Marketing keeps focus on Brand, Consumer and Marketplace </li></ul></ul></ul><ul><ul><li>Improve effectiveness of marketing efforts </li></ul></ul><ul><ul><li>Drive and accelerate media decision making </li></ul></ul><ul><li>Improve accountability of Marketing department </li></ul><ul><ul><li>Improve media performance, media briefs, strategy and plan development </li></ul></ul><ul><ul><li>Develop and share best practice with marketing teams </li></ul></ul><ul><ul><li>Provide helicopter view </li></ul></ul><ul><li>Improve Return on Marketing Investment </li></ul><ul><ul><li>Provide 5-10 times the savings value versus investment </li></ul></ul><ul><ul><li>Create/Manage KPI’s to improve savings and cost efficiencies </li></ul></ul><ul><ul><li>Translate learning from campaign review to generate future savings </li></ul></ul><ul><li>Connect Companies with Best Communication Solution Partners </li></ul><ul><ul><li>Improve Innovation and Creativity of executions </li></ul></ul><ul><ul><li>Help introduce ambient opportunities as well as obvious primary media </li></ul></ul><ul><ul><li>Generate Communication ideas through gathering, PR, DR, Event, In-Store, Ad Agency and Media Expertise </li></ul></ul><ul><li>Improve quality of media agency input </li></ul><ul><ul><li>Review service, performance and cost to achieve best practice </li></ul></ul>
    5. 5. Where Media Management fits in Procurement Media Agency Communication Partners Building Bridges Marketing Media Management Consultancy
    6. 6. Services Offered Sales Share of Value Share of Volume <ul><li>The Brand </li></ul><ul><ul><li>Awareness, Loyalty, Use, Trial </li></ul></ul><ul><li>The Consumer </li></ul><ul><ul><li>Definition, lifestyle, attitudes </li></ul></ul><ul><li>The Marketplace </li></ul><ul><ul><li>Distribution, competitive scene </li></ul></ul><ul><li>The Communication </li></ul><ul><ul><li>Relevance, Connection means </li></ul></ul>Business Challenges Marketing Challenges Communication Brainstorm <ul><li>Build bridge between marketing and procurement </li></ul><ul><li>Build bridge between marketing and Comm. Partners </li></ul><ul><li>Provide tools for major stages of Marketing Process </li></ul><ul><li>Guide toward best practice of MarCom Strat egy development </li></ul>Marketing Strategy And Communication Platform
    7. 7. Services Offered Brief Strategy Plans <ul><li>Improve Brief process and content </li></ul><ul><li>Evaluate media strategy and provide critical sparring </li></ul><ul><li>Encourage media Plan harmony, consistency and best fit with company needs </li></ul>
    8. 8. Services Offered Campaign Execution Campaign Learning , Scoring, Evaluation Future Needs/Action <ul><li>Improve Negotiation strategy and outcome </li></ul><ul><li>Establish benchmarks and Key Performance Measurement </li></ul><ul><li>Use learning from performance to generate future cost reduction opportunities </li></ul>
    9. 9. Services Offered Service Team Matching and guidance <ul><li>Evaluate Marketing regional needs </li></ul><ul><li>Recommend best media service model and team </li></ul><ul><li>Agency Service Evaluations </li></ul><ul><li>M onitor and M anage fee + manpower </li></ul>
    10. 10. 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
    11. 11. About the Author <ul><li>Robert Johnson </li></ul><ul><li>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. </li></ul><ul><li>All tips and inquiries welcome </li></ul><ul><li>Overview of past employment: </li></ul><ul><li>Creuna - online marketing consultant </li></ul><ul><li>Saxo Bank - global marketing intelligence manager </li></ul><ul><li>MMC/Marketing Clinic – founder and senior consultant </li></ul><ul><li>Mediaedge:cia Nordic - client service director </li></ul><ul><li>SBS Broadcasting - research and sales manager </li></ul><ul><li>Katz media corporation New York - TV research manager </li></ul>
    12. 12. <ul><li>Working experience: </li></ul><ul><li>Online Marketing Specialist – Creuna – Nov.08 – Mar. 09 </li></ul><ul><li>Developed the first online marketing strategy discipline within scandinavias largest digital agency (370 employed) </li></ul><ul><li>Developed successful customer strategies online for building loyalty programs, awareness, increasing sales </li></ul><ul><li>Experienced in optimizing e-commerce, web traffic, tracking and conversion to objectives </li></ul><ul><li>Skilled in web analytics, converting data to actionable online strategies, multivariate testing, KPI establishment </li></ul><ul><li>A few client experiences: Q8, Royal Copenhagen, Microsoft Denmark, Saxo Bank </li></ul><ul><li>Global Marketing Intelligence - Saxo Bank – Dec.07 – Oct. 08 </li></ul><ul><li>Project owner of Omniture online business management system implementation </li></ul><ul><li>Integrated Email, Newsletter, PPC, Banner tracking into single measurement system </li></ul><ul><li>Demonstrated online and offline channel contribution to return on marketing investment </li></ul><ul><li>Senior Consultant - Marketing Clinic Partners – Feb.05-Nov.07 </li></ul><ul><li>Developed media management consultancy service offer to improve media ROI </li></ul><ul><li>Demonstrated over 10 million Euro of efficiency improvement through improved media price, performance and processes working with vendors </li></ul><ul><li>A few client experiences: Telia Sonera, Silja Line, Fazer bakeries, Mercedes, Citibank, Electronic Arts, National Lottery, Loreal, Iittala, Leaf, LU, Danone, Karkimedia, Wartsilla </li></ul><ul><li>Nordic Client Service Director at Mediaedge:cia – Nov.95 – Jan.05 </li></ul><ul><li>Lead media and communication advisor for Colgate-Palmolive , Nestle, Sony Ericsson, Navision, </li></ul><ul><li>Chief consultant on all key corporate accounts </li></ul><ul><li>A few client experiences: Colgate Palmolive, Nestle, Microsoft Business Solutions, Sony Ericsson, Kraft, Schulstad, Mercedes, Robert Bosch, Kodak </li></ul><ul><li>Media Sales and Research consultant SBS Broadcasting – Jan.93-Oct.95 </li></ul><ul><li>Sales Research analyst Katz Media Corporation, New York Oct.89.Dec.92 </li></ul>CV – Robert Johnson Humlebæk, Denmark Mobile: +45 20 16 60 40 Online/Offline marketing performance optimizer
    13. 13. <ul><li>Education </li></ul><ul><li>1985-1989 </li></ul><ul><ul><li>  Honors “Cume Laude” graduate from New York State University at Brockport, </li></ul></ul><ul><ul><li>  Bachelor of Science, focus in Broadcasting, Communications and Marketing </li></ul></ul><ul><li>2001 </li></ul><ul><ul><li>Management Training at London Business School of Management, global Media Lions program – 5 days </li></ul></ul><ul><li>Recent Workshops delivered/participated </li></ul><ul><li>2009 </li></ul><ul><ul><li>Speaker for FDIH Search Marketing Seminar in Copenhagen </li></ul></ul><ul><ul><li>Expert Online Marketing commentator on News program DR2 feature report </li></ul></ul><ul><li>2008 </li></ul><ul><ul><li>Facilitated Microsoft workshop for senior management to improve understanding of online marketing </li></ul></ul><ul><ul><li>Omniture web analytics summit Copenhagen </li></ul></ul><ul><ul><li>Omniture Site catalyst training </li></ul></ul><ul><li>2007 </li></ul><ul><ul><li>Facilitated full day workshop for 30 Norwegian Advertising Association members “Driving effect of media investments” </li></ul></ul><ul><ul><li>Facilitated workshop for 20 Itala Glass global/regional marketing managers on best practice yearly media process </li></ul></ul><ul><li>2006 </li></ul><ul><ul><li>Facilitated several Media Management workshops at Hartwall arena, Helsinki to over 60 marketing and top managers </li></ul></ul><ul><li>2005 </li></ul><ul><ul><li>Facilitated half day workshop for senior management of HK meat company “Improving Media Efficiency and Effect” </li></ul></ul>CV – Robert Johnson Humlebæk, Denmark Mobile: +45 20 16 60 40 Online/Offline marketing performance optimizer
    14. 14. 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

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