Media agency The MediaShop and research house Freshly Ground Insights (FGI) have teamed up to create FYI, a new business that will help address the need for more insight-specific strategies. The Media Online reports.
“We believe that in this era of media proliferation, consumer confusion and accountability, the insight that a strategy is built on is more important than ever before,” says Chris Botha, group managing director of The MediaShop. “Very often existing desk research does not address all the needs or requirements that a client or media strategist has, which is why we started this initiative.”
FGI’s managing director, Brad Aigner, said he was excited about the collaboration as it will bring “something new and much-needed” to the media industry. “With the ever increasing proliferation and cost of media, it just makes sense for advertisers to be able to measure and optimise their media investments, which is one of the primary services that FYI will offer,” Aigner said.
Botha believes FYI will give The MediaShop a competitive edge that will benefit clients. “The gap between client proprietary research and media strategy in South Africa is too wide. We plan to close the loop, and drive insight by offering real, affordable and specific market research. We’re very excited about the collaboration with FGI,” he said.
The FYI approach will include targeted detail on consumer insight, channel efficacy, media optimisation, message relevance and brand fitness. The new business will partner with both existing and new clients in order to find their story. This will lead FYI to create meaningful connections in order to grow a client’s business.
“There is so much data and information out there – many businesses just don’t know what to do with all the stuff!” says Aigner. “The problem is that this data is often not translated into actionable insights, which businesses need to make informed strategic decisions. The most important deliverable from FYI will be to analyse primary research data in order to ‘find the story’ and to articulate the actionable insights.”
FYI is data agnostic and will analyse any primary research data that a client has collected or alternatively, fresh data will be obtained. “Ultimately we believe that FYI will assist advertisers in “closing the loop” between making and managing media investments. After all, you can’t manage what you can’t measure.”
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