The need for accountability now pervades every advertisers' marketing communication agenda.
In this context, advertisers benefit from robust and comprehensive benchmarking, advice and assistance in developing an agenda for continuous improvement for their media investment.
Our core business is therefore to help advertisers improve the efficiency and effectiveness of their media budget for maximum competitive benefit.
In delivering this proposition, billetts evaluate traditional display media and, increasingly, new media conduits and direct response communication channels.
Building upon a broad base of media performance data, we have developed diagnostic tools and media effectiveness research which enable us to spot trends and opportunities ahead of the market and give our customers an 'unfair' advantage over their competitors.
We monitor the performance of over $12 billion of media expenditure worldwide across all product categories from automotive, FMCG, finance and retail.
We have 55% market share in the UK, 70% in the US and 40% across Western Europe. With over 200 customers, this gives us a 38% share of the global media consultancy market.
Our size is not only a guarantee of accuracy in benchmarking. Scale also offers customers an unrivalled depth of knowledge which we apply in a variety of ways, such as guidance on best practice and regular media forecasts.
An unique approach integrating cost and quality
Our defining competitive edge lies in the actionability of our recommendations and the active improvement agenda we follow.
We actively seek out opportunities to improve value, rather than report facts using a passive 'audit' method.
We are also the only media consultancy to have integrated cost and quality measures into our overall measures of media value. We have developed unique scoring systems across every media channel, enabling businesses to understand exactly where they stand in value and how to improve their ranking within the marketplace.
The natural progression of our cost and quality benchmarking is an integration of cost and quality into an overall assessment of media value, using a scoring technique we call 'The rackŪ'.
This technique allows each customer to see how well they fare against our customers on average, and quantifies how far each advertiser lies ahead of, or behind those norms.
All our customers adopt this system. Mathematically, half of our customers will be scoring below average. This ensures that a significant group of advertisers keeps pushing for better value, which helps to drive our norms forward, ahead of market averages.
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