TRANSPARENCY WITHIN MEDIA: THROUGH A GLASS DARKLY

Advertisers hire media agencies primarily because of their specialist ability to use data and research to select the most appropriate channels for the job in hand, and then to negotiate the best prices from those channels. The combination of these two skills ensure the best possible value for their clients’ budgets. True value is made up of two elements. The first involves understanding which media channels are best suited to meet the client’s objectives. The second is securing those placements at the best possible price. Balancing the two elements – the planning and the buying – is important. 50% off the wrong thing rarely makes it the right thing. Advertisers understandably assume that as they are paying their agency to act on their behalf, both parts of this process, the planning and the buying are undertaken with the sole purpose of meeting their needs.