Media agency
From Wikipedia, the free encyclopedia
A media agency is a company which help companies to communicate with current and potential consumers and/or the general public.
Media agencies work with their clients to understand the business issues, their markets and their consumers. The media agency then identifies the consumer insights, which can help to devise a channel-neutral communication strategy which really connects with those consumers; using channels ranging from public relations (PR), events and sponsorship to advertising, interactive advertising, word of mouth and direct mail; to build a genuinely integrated campaign.
This integration is often delivered in conjunction with sister advertising agencies; one example of which is Universal McCann (media agency) delivering solutions to clients with McCann Erikson (advertising agency). Another example might be Starcom MediaVest working with Leo Burnett or Saatchi & Saatchi
Media agencies also work with their clients' agency partners who develop and implement activity across PR, events, direct marketing etc. At the same time, implementational planners and buyers then create and execute activity for advertising, digital media and sponsorship. Media agencies bring efficiency to their clients across media planning and negotiation points as they have the specific expertise, volume leverage and theoretically deliver economies of scale and reduce per media booking transaction cost.
The main difference between a media agency and their advertising agency counterparts is that return on investment (ROI) is key – ensuring that every element of the clients’ media investment is evaluated and accountable.
[edit] Major Media Agencies
MediaVest Worldwide is part of the Publicis Groupe and is headquartered in New York. Accounts include P&G, Kraft, Mars, Capital One, Heineken, WalMart, Wendy's, Activision, Avon, Starwood Hotels.
OMD is part of Omnicom Group and is headquartered in New York, with more than 140 offices in 80 countries.
PHD Network is part of Omnicom Group and is one of the leading media services agencies in the UK with rapid expansion to the other countries.
Mediacom is part of GroupM, which is owned by WPP. Clients include Nokia, P&G, IKEA, Toyota, Volkswagen, GSK
MindShare is part of GroupM, which is owned by WPP. Clients include HSBC, Unilever, Ford, Samsung, Nike, LandRover, IBM, Castrol, Kellogg's, Pfizer, BP, Kodak, Lufthansa, Kimberly-Clark, 20th Century Fox
Universal McCann- Clients include Mastercard, Microsoft, Bacardi Martini, MORE TH>N, Virgin Atlantic, Xbox, Nickelodeon, H&M, Tiffany, UPS, General Mills, MSN, Rank Hovis McDougal, Autoglass, Nuffield Hospitals, Dermalogica, Intel and Telegraph Media Group.
Mediaedge:cia- Clients include Citibank, Novartis, Colgate, Sony Ericsson, Michelin, IKEA
Zenithoptimedia- Clients include Masterfoods, HP, P&G, L'oreal, Puma, B&Q, Superdrug, O2, LloydsTSB, Kingsmill, NSPCC, Paramount Films, Zurich Insurance, Nestle
Initiative - Clients include Home Depot, Burger King
