Cortex Media

Many times, the greatest improvements in media efficiency can be achieved through process enhancements rather than negotiating an extra percentage point off a media buy. Media processes tend to be the low hanging fruit to increase media value and delivery. Small adjustments to the media process, both at the client and agency, can yield significant long term improvements, including reduced FTE requirements.

Typical process issues that cost advertisers money:

Poorly defined scope of work

Late planning and approval of buys, impacting cost and quality

Resistance to commit budgets that forces advertisers to buy more expensive media later

Poor agency briefs or lack of agency involvement in the strategic planning process

Lack of proper approvals, creating financial exposure

Untimely or inadequate post buys

Billing and payment procedures that don't take industry practices into account

Most process issues can be easily addressed once they are identified.