The A+ Matrix shows how to maximize advertising savings through Audit. Key drivers are: Type of Insight and Level of Detail. Insight ranges from pure audit to the added value of cost and benefit analysis. Level of Detail may vary from the whole company cost, to each single campaign. Highest saving comes from cost-benefit analysis carried out on campaign basis.

1. Advertising Auditing
Savings where they come from.

2. 2
Detecting Gap
vs benchmarks
ON A COMPANY BASIS
Detecting gap vs benchmarks
+
Identifying lack of consistency
between goals and actions
+
Optimizing Cost vs Benefit
ON A COMPANY BASIS
HIGH
Brands &
Campaigns
MEDIUM
Business
Units
LOW
Company
HIGH
1.Media Auditing
2. Evaluation
MEDIUM
1. Media Auditing
2. Evaluation
LOW
1. Media Auditing
Type of Insight
LevelofDetails
Detecting gap vs benchmarks
+
Identifying lack of consistency
between goals and actions
ON A COMPANY BASIS
Detecting gap vs benchmarks
+
Identifying lack of consistency
between goals and actions
+
Optimizing Cost vs Benefit
ON A BUSINESS UNIT BASIS
Detecting gap vs benchmarks
+
Identifying lack of consistency
between goals and actions
ON A BUSINESS UNIT BASIS
Detecting Gap
vs benchmarks
ON A BUSINESS UNIT BASIS
Detecting gap vs benchmarks
+
Identifying lack of consistency
between goals and actions
ON A BRAND/CAMPAIGN BASIS
Detecting Gap
vs benchmarks
ON A BRAND/CAMPAIGN BASIS
Saving through Audit: 2 Drivers

3. 3
Detecting Gap
vs benchmarks
ON A COMPANY BASIS
Detecting gap vs benchmarks
+
Identifying lack of consistency
between goals and actions
+
Optimizing Cost vs Benefit
ON A COMPANY BASIS
HIGH
Brands &
Campaigns
MEDIUM
Business
Units
LOW
Company
HIGH
1.Media Auditing
2. Evaluation
3. CBA
MEDIUM
1. Media Auditing
2. Evaluation
LOW
1. Media Auditing
Type of Insight
LevelofDetails
Detecting gap vs benchmarks
+
Identifying lack of consistency
between goals and actions
ON A COMPANY BASIS
Detecting gap vs benchmarks
+
Identifying lack of consistency
between goals and actions
+
Optimizing Cost vs Benefit
ON A BUSINESS UNIT BASIS
Detecting gap vs benchmarks
+
Identifying lack of consistency
between goals and actions
ON A BUSINESS UNIT BASIS
Detecting Gap
vs benchmarks
ON A BUSINESS UNIT BASIS
Detecting gap vs benchmarks
+
Identifying lack of consistency
between goals and actions
+
Optimizing Cost vs Benefit
ON A BRAND/CAMPAIGN BASIS
Detecting gap vs benchmarks
+
Identifying lack of consistency
between goals and actions
ON A BRAND/CAMPAIGN BASIS
Detecting Gap
vs benchmarks
ON A BRAND/CAMPAIGN BASIS
Driver #1: What type of Insight do you want?

4. 4
Detecting Gap
vs benchmarks
ON A COMPANY BASIS
Detecting gap vs benchmarks
+
Identifying lack of consistency
between goals and actions
+
Optimizing Cost vs Benefit
ON A COMPANY BASIS
HIGH
Brands &
Campaigns
MEDIUM
Business
Units
LOW
Company
HIGH
1.Media Auditing
2. Evaluation
3. ACB
MEDIUM
1. Media Auditing
2. Evaluation
LOW
1. Media Auditing
Insight
LevelofDetails
Detecting gap vs benchmarks
+
Identifying lack of consistency
between goals and actions
ON A COMPANY BASIS
Detecting gap vs benchmarks
+
Identifying lack of consistency
between goals and actions
+
Optimizing Cost vs Benefit
ON A BUSINESS UNIT BASIS
Detecting gap vs benchmarks
+
Identifying lack of consistency
between goals and actions
ON A BUSINESS UNIT BASIS
Detecting Gap
vs benchmarks
ON A BUSINESS UNIT BASIS
Detecting gap vs benchmarks
+
Identifying lack of consistency
between goals and actions
+
Optimizing Cost vs Benefit
ON A BRAND/CAMPAIGN BASIS
Detecting gap vs benchmarks
+
Identifying lack of consistency
between goals and actions
ON A BRAND/CAMPAIGN BASIS
Driver #2: What level of detail can you afford?

5. 5
Detecting Gap
vs benchmarks
ON A COMPANY BASIS
Detecting gap vs benchmarks
+
Identifying lack of consistency
between goals and actions
+
Optimizing Cost vs Benefit
ON A COMPANY BASIS
HIGH
Brands &
Campaigns
MEDIUM
Business
Units
LOW
Company
HIGH
1.Media Auditing
2. Evaluation
3. CBA
MEDIUM
1. Media Auditing
2. Evaluation
LOW
1. Media Auditing
Insight
Details
Detecting gap vs benchmarks
+
Identifying lack of consistency
between goals and actions
ON A COMPANY BASIS
Detecting gap vs benchmarks
+
Identifying lack of consistency
between goals and actions
+
Optimizing Cost vs Benefit
ON A BUSINESS UNIT BASIS
Detecting gap vs benchmarks
+
Identifying lack of consistency
between goals and actions
ON A BUSINESS UNIT BASIS
Detecting Gap
vs benchmarks
ON A BUSINESS UNIT BASIS
Detecting gap vs benchmarks
+
Identifying lack of consistency
between goals and actions
+
Optimizing Cost vs Benefit
ON A BRAND/CAMPAIGN BASIS
Detecting gap vs benchmarks
+
Identifying lack of consistency
between goals and actions
ON A BRAND/CAMPAIGN BASIS
Detecting Gap
vs benchmarks
ON A BRAND/CAMPAIGN BASIS
The A+ Savings Matrix

6. 6
Detecting Gap
vs benchmarks
ON A COMPANY BASIS
Detecting gap vs benchmarks
+
Identifying lack of consistency
between goals and actions
+
Optimizing Cost vs Benefit
ON A COMPANY BASIS
HIGH
Brands &
Campaigns
MEDIUM
Business
Units
LOW
Company
HIGH
1.Media Auditing
2. Evaluation
3. CBA
MEDIUM
1. Media Auditing
2. Evaluation
LOW
1. Media Auditing
Insight
Details
Detecting gap vs benchmarks
+
Identifying lack of consistency
between goals and actions
ON A COMPANY BASIS
Detecting gap vs benchmarks
+
Identifying lack of consistency
between goals and actions
+
Optimizing Cost vs Benefit
ON A BUSINESS UNIT BASIS
Detecting gap vs benchmarks
+
Identifying lack of consistency
between goals and actions
ON A BUSINESS UNIT BASIS
Detecting Gap
vs benchmarks
ON A BUSINESS UNIT BASIS
Detecting gap vs benchmarks
+
Identifying lack of consistency
between goals and actions
+
Optimizing Cost vs Benefit
ON A BRAND/CAMPAIGN BASIS
Detecting gap vs benchmarks
+
Identifying lack of consistency
between goals and actions
ON A BRAND/CAMPAIGN BASIS
Detecting Gap
vs benchmarks
ON A BRAND/CAMPAIGN BASIS
The Highest Amount of Savings comes from
Cost-Benefit Analysis carried out on a Campaign Level