Media ManagementConsultancy

Improving media Efficiency

Building Expertise and Education

Improving Marketing Effectiveness

Author: Robert Johnson rj@mmcglobal.dk Mob. +45 20 16 60 40

Premise

Today, marketing departments typically use time between creating advertising and implementing advertising in a ratio of 80%/20%.

Given that about 80% of marketing budgets are used on implementation, it would make sense to improve focus and internal management of media processes.

Mission

To build media expertise, efficiency, and education along side Marketing in order to drive media savings and maximize marketing effectiveness across all applicable regions.

Objective and Benefits Coordinate Media efforts across all Brands/Countries

Save time with media questions – improving marketing focus Marketing keeps focus on Brand, Consumer and Marketplace

Improve effectiveness of marketing efforts Drive and accelerate media decision making

Improve accountability of Marketing department Improve media performance, media briefs, strategy and plan development Develop and share best practice with marketing teams Provide helicopter view

Improve Return on Marketing Investment Provide 5-10 times the savings value versus investment Create/Manage KPI’s to improve savings and cost efficiencies Translate learning from campaign review to generate future savings

Connect Companies with Best Communication Solution Partners Improve Innovation and Creativity of executions Help introduce ambient opportunities as well as obvious primary media Generate Communication ideas through gathering, PR, DR, Event, In-Store, Ad

Agency and Media Expertise Improve quality of media agency input

Review service, performance and cost to achieve best practice

Where Media Management fits in

Procurement

Media Agency

CommunicationPartners

MarketingMedia Management Consultancy

Services Offered

SalesShare of ValueShare of Volume

The Brand Awareness, Loyalty, Use, Trial

The Consumer Definition, lifestyle, attitudes

The Marketplace Distribution, competitive scene

The Communication Relevance, Connection means

Business Challenges Marketing ChallengesCommunication

Brainstorm

1. Build bridge between marketing and procurement2. Build bridge between marketing and Comm. Partners3. Provide tools for major stages of Marketing Process4. Guide toward best practice of MarCom Strategy

development

MarketingStrategy

AndCommunication

Platform

Services Offered

Brief Strategy Plans

1. Improve Brief process and content 2. Evaluate media strategy and provide critical sparring3. Encourage media Plan harmony, consistency and best

fit with company needs

Services Offered

CampaignExecution

Campaign Learning,Scoring, Evaluation

Future Needs/Action

1. Improve Negotiation strategy and outcome2. Establish benchmarks and Key Performance Measurement3. Use learning from performance to generate future cost

reduction opportunities

Services Offered

M e d i a M a n a g e m e n t C o n s u l t a n c y

S andra RodriguesM e d ia C o o rd in a to r

(C o -m e d ia bu y in g + e x ec u t io n)(P la n up d a te s - S W )

Aino JakobsenM e d ia C o o rd in a to r

(C o -m e d ia bu y in g + e x ec u t io n)(P la n U p da te s - D K , N O a nd F I)

S te fani G ie rschA c c o u n t M a n a g e r

(D K M ed ia P la n n in g)(N o rd ic R e se a rc h)

M ikae l O lssonR e s e a rc h e r

(A d h o c S W re s e a rc h)

Ann-M argre th AnderssonM e d ia C o o rd in a to r

(S W C o -m ed ia b uy in g + e x e cu t io n)

P er Nords trömA c c o u n t M a n a g e r

(S W M e d ia P la n n in g)

S idsel K arlssonR e s e a c h e r

(A d h o c N O res e a rc h)

H ilde Ham re L ibe rgM e d ia C o o rd in a to r

(C o -m ed ia b uy in g an d e x ec u t io n)

M ette Adam senA c c o u n t M a n a g e r

(N O M e d ia P la nn in g)

K atja S vennevigA s s is ta n t

(E x e c u tio n e tc)

Tina AaströmT V S tra te g is t /P la n n e r

(T V pla n n ing + bu y ing(A d h o c F I re s e ra c h)

P irjo H artika inenA c c o u n t M a n a g e r

(F I M ed ia P lan n in g)

E lse M arie Lehm anN o rd ic K e y A c c o u n t M a n a g e r(N o rdic C o ord in at io n /St ra te gy /P lan n in g)

(N o rdic m ed ia bu y in g)

R obert JohnsonN o rd ic C lie n t S e rv ice D ire c to r

M a n a g i n g I n s i g h t s A c r o s s C o u n t r i e s

M e d i a A g e n c y S e r v i c e T e a m

Media Management Consultancy

Nordic Advertiser service modelsCentral coordination

Local coordination

SW NW DK FI

Nordic Media Services

Nordic Marketing Group

SW NW DK FI

SW NW DK FI

Nordic Media Specialists

Nordic Marketing Specialists

SW NW DK FI

SW NW DK FI

SW NW DK FI

Marketing

Media Agency Service

SW NW DK FI

SW NW DK FI

Marketing

Media Agency Service

Service Team Matchingand guidance

1. Evaluate Marketing regional needs2. Recommend best media service model and team3. Agency Service Evaluations4. Monitor and Manage fee + manpower

Function January February March April May June July August September October November December

Media Performance Benchmark Review

Brief Content Guidance

Strategy support

Communication Benchmark Formation

Negotiation Support

Service Evaluation

Service Team Guidance

Media Performance Check

Timing of Function and Responsibility

Example

About the AuthorRobert Johnson

As of March 09, I am offering freelance media and marketing consultancy. I am looking for full time employement by a leading full service digital agency or media agency.

All tips and inquiries welcome

Overview of past employment: Creuna - online marketing consultant Saxo Bank - global marketing intelligence manager MMC/Marketing Clinic – founder and senior consultant Mediaedge:cia Nordic - client service director SBS Broadcasting - research and sales manager Katz media corporation New York - TV research manager

11

Working experience:

Online Marketing Specialist – Creuna – Nov.08 – Mar. 09

Developed the first online marketing strategy discipline within scandinavias largest digital agency (370 employed)

Developed successful customer strategies online for building loyalty programs, awareness, increasing sales

Experienced in optimizing e-commerce, web traffic, tracking and conversion to objectives

Skilled in web analytics, converting data to actionable online strategies, multivariate testing, KPI establishment

A few client experiences: Q8, Royal Copenhagen, Microsoft Denmark, Saxo Bank

Global Marketing Intelligence - Saxo Bank – Dec.07 – Oct. 08

Project owner of Omniture online business management system implementation

Integrated Email, Newsletter, PPC, Banner tracking into single measurement system

Demonstrated online and offline channel contribution to return on marketing investment

Senior Consultant - Marketing Clinic Partners – Feb.05-Nov.07

Developed media management consultancy service offer to improve media ROI

Demonstrated over 10 million Euro of efficiency improvement through improved media price, performance and processes working with vendors

A few client experiences: Telia Sonera, Silja Line, Fazer bakeries, Mercedes, Citibank, Electronic Arts, National Lottery, Loreal, Iittala, Leaf, LU, Danone, Karkimedia, Wartsilla

Nordic Client Service Director at Mediaedge:cia – Nov.95 – Jan.05

Lead media and communication advisor for Colgate-Palmolive , Nestle, Sony Ericsson, Navision,

Chief consultant on all key corporate accounts

A few client experiences: Colgate Palmolive, Nestle, Microsoft Business Solutions, Sony Ericsson, Kraft, Schulstad, Mercedes, Robert Bosch, Kodak

Media Sales and Research consultant SBS Broadcasting – Jan.93-Oct.95

Sales Research analyst Katz Media Corporation, New York Oct.89.Dec.92

CV – Robert JohnsonHumlebæk, DenmarkMobile: +45 20 16 60 40

Online/Offline marketing performance optimizer

Education 1985-1989

 Honors “Cume Laude” graduate from New York State University at Brockport,  Bachelor of Science, focus in Broadcasting, Communications and Marketing

2001 Management Training at London Business School of Management, global Media Lions program – 5 days

Recent Workshops delivered/participated 2009

Speaker for FDIH Search Marketing Seminar in Copenhagen Expert Online Marketing commentator on News program DR2 feature report

2008 Facilitated Microsoft workshop for senior management to improve understanding of online marketing Omniture web analytics summit Copenhagen Omniture Site catalyst training

2007 Facilitated full day workshop for 30 Norwegian Advertising Association members “Driving effect of media investments” Facilitated workshop for 20 Itala Glass global/regional marketing managers on best practice yearly media process

2006 Facilitated several Media Management workshops at Hartwall arena, Helsinki to over 60 marketing and top managers

2005 Facilitated half day workshop for senior management of HK meat company “Improving Media Efficiency and Effect”

CV – Robert JohnsonHumlebæk, DenmarkMobile: +45 20 16 60 40

Online/Offline marketing performance optimizer

Marketing value assesmentE-commerce flowTraffic flowPath to purchaseSales performanceMarketing performanceMedia performance Campaign performanceKPI evaluation

Search engine marketing SEMSearch engine optimization SEODisplay advertisingBanner productionTracking set-upDigital workshopsSponsorshipsDashboards

KPI matrixBalance scorecardDashboardsReport formatsBriefsMedia plansMarketing plansStrategic planningTactical planningMarketing mixMedia mixSite strategyCampaign strategyChannel strategy

Brand studiesConsumer studiesCompetitive Sales modelingValue assessmentE-commerce flowChannel analysisMarketing contributionMedia contributionOnline tracking

Research Development ImplementEvaluate/

Recommend

Types of services performed