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Global Scale,Custom Results
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Client challengesMedia is often the largest spend category for marketers.But, it is not scrutinized enough once buys have been approved to determine how the investment performed and if the agency delivered intended value.
Copyright © 2016 Accenture All rights reserved.
Need for accountability is the greatest it has ever been for marketing and procurement directors
Marketplace volatility
Buys leading the plan, not strategy
Lack of transparency
into pricing
Sacrificing quality to
yield savings
Low confidence in viewability
of ads
Improper management of
budgets
All marketers, regardless of spend or brand name recognition, are faced with:
Improving these can positively impact ROI
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How Accenture Media Management can help
Copyright © 2016 Accenture All rights reserved.
CHALLENGE / Marketers have limited transparency into their media spend
Accenture Media Management, an independent third party, provides clients an unbiased view into six key aspects of media spending and agency partnerships.
Our mission? Generate value for clients within their media spend and agency relationships
We call this / HIGH PERFORMANCE MEDIA
How are you defining success and compensating your agency accordingly?
Are your budgets working to their full potential?
Did you achieve the right balance between cost and quality?
Do you have the right operating model in place to take your business to the next level?
Is your agency managing your budgets according to contract terms?
Increasing the level of transparency and collaboration
Giving you 100% confidence that you’re getting the most out of this critical relationship
Aligning both parties on the measures of success
Is your view of market inflation accurate?
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We have a team of 185 media professionals who manage nearly 80 markets on behalf of our clients.
Copyright © 2016 Accenture All rights reserved.
24 markets with Accenture Media Specialists
50+ markets operated out of another Accenture Media Management office
Canada
US
UK
Portugal
Germany
FranceChina & Hong
Kong
IndiaSpain
Russia
Belgium/Netherlands
Australia
New Zealand
Ireland
Poland
Brazil
Finland, Norway, Baltics
Greece
Ukraine
Denmark
Austria & Switzerland
ItalyJapan
Hungary, Czech Rep.Slovakia, Slovenia,
Croatia, Bosnia
UAE/KSA/Qatar
Romania
Turkey
Sweden
Mexico
LATAM Angola
South Africa
Nigeria
MoroccoEgypt
Singapore
MalaysiaThailand Vietnam
Philippines
Indonesia
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Our servicesThe end objective for each offering is that it leads to targets and measurable KPIs that get included in the agency contract.
Digital media is embedded in each of our offerings.
Copyright © 2016 Accenture All rights reserved.
Agency Pitch ManagementLeading the strategic selection of a media agency partner
Media Strategy & Consulting Providing thought leadership and guidance on the media marketplace
Media Verification Independent tracking and verification of media activity
Savings TrackingTracking delivery of savings guarantees at the quality required
Media Benchmarking Analyzing the cost vs. quality balance of media buys
Financial ComplianceReviews of agency and media owner financial transactions
Target Setting and KPIs written
into agency contracts and compensation
plans
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Global media technology and researchWe invest $5M+ annually in data and proprietary tools to allow us to work smarter and faster.
Copyright © 2016 Accenture All rights reserved.
Global “engine” for data pooling and modeling
“Always on” network reading marketplace activity
Global media inflation and insights
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Our approachHigh Performance Media is a step away from today’s retrospective linear process of media management, toward an “always on” proactive value capture to enable timely business decisions.
Copyright © 2016 Accenture All rights reserved.
We use our custom Accenture Performance Dashboard to track savings, benchmark planning KPIs and report on an ongoing basis, allowing us to focus on proactive client/agency management.
By automating the delivery of the “hard” KPIs, we can focus on understanding the “soft” KPIs that better allow clients to enhance current and future media plans via shared learning.
By breaking the cyclical nature of audit reporting we deliver clear benefits. Because “hard” KPI measures are reported more frequently, the agency and vendor perform more consistently. “Softer” KPIs increase in effectiveness too—agencies “buy the plan” rather than “plan the buy.”
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8Copyright © 2016 Accenture All rights reserved.
Yesterday’s model
Accenture’s model
Always-on High Performance Media Delivery
Collect Current Data
Validate Current Data
Automate Current Data
House Data in Accessible System
Always on Data and Analysis to Inform Decisions
Buy Media
Plan Media
Constant Value
Capture
Collect Past Data Validate Past Data
Analyze Past Data
Deliver Detailed PowerPoint
Analysis
Repeat Every 6-12 Months
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How we’ve delivered value to clientsWe typically identify between 5%-30% of value (hard savings + value)
Copyright © 2016 Accenture All rights reserved.
$40MRealized value in one year for FMCG client Media Pitch
20%+
10-30%Media savings through media audits for clients across the globe
Media value through improvement in internal client/agency processes
30>80%Increase in digital analyzed spend from our pioneering digital benchmarking methodology
“Accenture’s work has really moved on the way that we see and evaluate our media, improving how we manage and remunerate our agencies. We now have in place a truly 360 approach that enables us to make best-in-class decisions.”– Client Procurement Director, FMCG Client
“Accenture has created a pioneering approach for our business, putting us at the forefront of media measurement and target setting within digital media.”– Global Media Director, FMCG Client
Client Profile: FMCGMore than $1.5 billion spend, 40+ markets
Client Profile: FMCGMore than $5 billion spend, 70+ markets
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How we’ve delivered value to clientsWe typically identify between 5%-30% of value (hard savings + value)
Copyright © 2016 Accenture All rights reserved.
$40MRealized value in one year for FMCG client Media Pitch
10-30%Media savings through media audits for clients across the globe
20%+Media value through improvement in internal client/agency processes
40-50%Overall waste of digital spend identified through digital ad verification
66%Reduced waste in digital spend over the course of 12 months from digital ad verification (auto client)
10%Savings of campaign budget from waste through real-time optimization from digital ad verification (entertainment client)
30>80%Increase in digital analyzed spend from our pioneering digital benchmarking methodology
“Accenture’s work has really moved on the way that we see and evaluate our media, improving how we manage and remunerate our agencies. We now have in place a truly 360 approach that enables us to make best-in-class decisions.”– Client Procurement Director, FMCG Client
“Accenture has created a pioneering approach for our business, putting us at the forefront of media measurement and target setting within digital media.”– Global Media Director, FMCG Client
Client Profile: FMCGMore than $1.5 billion spend, 40+ markets
Client Profile: FMCGMore than $5 billion spend, 70+ markets
11Copyright © 2016 Accenture All rights reserved.
24wholly owned offices; no subsidiaries or affiliates
60%of top 50 global advertisers are AMM Clients
185media people managing nearly 80 markets
75%of our clients are global advertisers
Largestmedia auditor (RECMA)
Why Accenture Media ManagementOur priority is to deliver value for our clients. We are the only global media consultancy firm that can deliver it on a global scale and with customized results.
Global Scale Custom Results
Consistent global methods, custom outcomes
Local approach attuned to media strategy, markets and objectives
Scaled reporting to align with local/regional/global needs
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Thank YouGeorge PattenGlobal Lead of Accenture Media [email protected]
Linda NicholsonMedia Lead [email protected]
Bhavana SmithGlobal Client Development [email protected]
Neal DeeproseGlobal [email protected]
Kurt FliegelGlobal Digital [email protected]
Copyright © 2016 Accenture All rights reserved.
Curtis SmithMedia Lead North [email protected]
Dan QuaschnickNorth America Client Development [email protected]
Ben WoodMedia Lead North Asia, Australia and New [email protected]
Cheryl LeeMedia Lead [email protected]
Rudy GattaMedia Lead [email protected]
accenture.com/insight-bpo-media-management
