Media Organization Optimization
Kristin Engard
Background
A regional financial services firm, focused on agriculture, was managing their advertising across two agencies. Projects were assigned to the agencies on an ad hoc basis with no clear scope of work divided across both.
Process
I was engaged to audit their current structure and process, make recommendations for improvement, and oversee the implementation of the new structure.
Phase 1: Audit historical media output, structure and process and make recommendations for improvement
Phase 2: Manage a search process to identify agency partner who had the capabilities and expertise to handle the business both in the present as well as the future
Phase 3: Provide input into contract and fee negotiations. Onboard new agency with limited impact to the day-to-day operations.
"Kristin was the critical piece to us having a successful [agency] RFP. After identifying the need to pitch it was important for us to assess internally if we had the skill set and capacity to run this properly. Finding a consultant who knows us and our business to help run point on this was essential."
Tina Davis, VP, Marketing
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Posted Aug 2, 2023
Conducted a comprehensive audit of media processes and structures for an agricultural B2B financial organization and made recommendations for improvement
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