Media agency The MediaShop has launched a new initiative that it hopes will help ensure that agency, advertisers and media owners are all talking the same talk.
“We believe that media owners, together with our clients, are valuable partners in the communication process,” says Chris Botha, group managing director of The MediaShop. “By including them upfront in our client’s strategies and plans, we can produce better, and more differentiated communications solutions that breakthrough and deliver results.”
Absa is the first of The MediaShop’s clients to participate.
Richard Lord, associate media director at The MediaShop who heads the Absa account, says “Media fragmentation makes it more challenging and even more difficult to reach a defined target market and the main purpose of these media briefings is to open the avenues of communication between client, media owners and The MediaShop.
“Impact and dominance are key factors for us when embarking on any media campaign and it is this which we will continue achieving through our partnerships with media owners.”
Those attending the first briefing left with a clear understanding of what both Absa and The MediaShop is expecting from them during the financial year ahead.
“As the media landscape gets more competitive and more crowded, success will go to Marketers that have the deep smarts to sidestep clutter and strike the consumer sweet spot,” adds Alistair Mokoena, head of marketing for Absa Retails and Business Bank. “It takes an intimate relationship with all our partners including media owners to achieve that.”
Botha believe “Media owners know their media and market better than anyone else and we hope that through these briefing sessions we give them enough ammunition to extract the right insights and offerings which our clients will take up”.
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