Media
Channel planning and media buying go hand in hand with the Demand Chain in delivering the true solutions-neutrality of McCann Erickson Communications House here in Bristol.
Where conventional media planning works from the assumption that paid-for advertising is the solution, our channel planning takes a step back to consider how different media channels touch our audiences at different times of the day, week, month or year. And to understand how they are feeling when they consume different media. Only then do we consider which of our specialist disciplines (brand response, B2B, PR, direct or interactive) would be the best to use in that channel.
When advertising is the solution, size really matters. Luckily for us, McCann Erickson Communications House has an in-house media arm which is not only the biggest in the South West, it's also part of the UK's largest media buying group, Magna.
Whether working as part of a full-service offering or as a stand-alone 'media independent', we are perfectly positioned to make sure our clients are seen in the right places, at the right time and at the right cost.
Across 11 key European markets Avis wanted to generate incremental outbound bookings. Our online display campaign was centrally planned and managed by UM Birmingham with the effective support of local UM offices. Through continuous data management and analysis the ROI has increased by over 100% in just four bursts of this activity.
The success of this campaign relied on non traditional tools at planning stage and then more innovative tools at the implementation stage. The delivery for each site was unique and the results indicate that have we shifted key measures and increased awareness of the types of activities that can be done on the waterways to drive future visits.
SABIC's objective was to build a global brand. With all strategic planning and buying co-ordinated from UM Birmingham, we successfully deployed a combination of online and print media to achieve this: reinforcing SABIS's stature and boosting their credibility amongst an elite group of Senior Business Decision Makers and International Investors.
To re-launch this iconic UK brand to the Pro market we pioneered an 'in your face' and 'in your hands' strategy, combining trade and popular press, satellite TV and high profile live events. Experiential demos were taken to building sites and key trade shows. Here, product trials successfully encouraged positive re-appraisal among our core target audience.