Media at CE isn’t a stand-alone process — and it doesn’t just mean buying ad space or negotiating great rates (although we do that too).
We believe in media and creative working together — physically and psychologically — to make meaningful connections in people’s lives. We believe in more choices. Better targeting. Greater accountability. And in making the most of every media opportunity.
We take a strategic orientation to media planning and buying. We’ve built a culture that embraces new media. And we deliver added value programs that actually add value.
We are in the midst of the most significant media transition in history. Traditional views of marketing are getting a reality check. The obvious effect of this transition on marketers is the informed exploration of the great variety of communication forums needed to reach their best prospects and deliver superior ROI. At CE, we’re organized to take advantage of this change.
Our Media Services team is comprised of four primary groups:
Communications Planning Group
This group dissects the data, analyzes the trends and evaluates the opportunities on their way to developing a comprehensive and customized media strategy and go-to-market approach for every client based on specific client marketing goals. They think of media in its broadest sense, developing holistic plans that incorporate multiple communications forums — including those that we invent.
They identify and map potential targets not only demographically, but based on their attitudes, behavior and lifestyles. This group also negotiates and places print media, and works closely with the Online/Emerging Media team in the planning of online media.
National and Local Broadcast Buying and Video Integration
Our dedicated national and local broadcast buying groups focus on network, cable and syndicated television; network radio; and local broadcast. We buy video in all forms, including VOD, mobile, iTV and broadband. We’ve integrated our clients’ products into relevant broadcast and online programming, handling every step of the process from developing a buying strategy to negotiation and stewardship to executing strategically driven added-value programs to postbuy analysis. We make sure our clients get what they pay for and then some.
Online/Emerging Media Group
This team is dedicated to understanding new media, including online, search, mobile, gaming and place-based communications. They work closely with the planning groups to plan, place and optimize paid online ad schedules, as well as with our Social Media team to leverage this important channel.
We subscribe to virtually all major syndicated media research tools, measurement data and systems, including resources that allow us to track competitive activity and media pricing, as well as to understand, segment and measure target audiences.
We have also created a number of proprietary tools to assist us in identifying the best prospects for clients and optimizing the most appropriate media vehicles. We closely partner with our Solutions Planning and Analytics groups to deliver ROI analyses via relationships with companies such as Longwoods. We have moved every form of communications to an accountability model.
Creativity, data analysis and dashboards are driving results for our clients.