The agency selection process: More than just a numbers game

Maarten L. Albarda

Journal of Digital & Social Media Marketing, 2015, vol. 2, issue 4, 327-332

Abstract: Media agency pitches can be challenging, disruptive and time-consuming for marketers. They often struggle with how to organise the media agency pitch in such a way that the considerable budgets end in safe and qualified hands. This paper outlines an approach and structure to ensure the media pitch decision is based on more than just who offers the lowest media buying cost. Included are questions to ask and a summary framework for decision making.

Keywords: media agency; media pitch; agency pitch; media plan; media strategy (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2015:v:2:i:4:p:327-332

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