About Media-Rich
When I was an account executive in TV, I saw too many accounts handled in the following manner: salespeople at large agencies pitched and won accounts and handed them off to over-worked buyers, who weren’t involved in the firsthand dialogue regarding the client’s needs, concerns, and expectations. There seemed to be little communication between the salesperson, planner, creative team, and buyer. And the buyers were concerned with only one thing – bringing in their buys at the specified cost-per-points (CPP), which in my opinion, is a lazy way to buy media. There is obviously much more to a successful campaign than just coming in at your CPP!
I am involved in every stage of the process, working one-on-one with each client to evaluate needs, goals, and set realistic expectations. We diligently research the product, demographics, psychographics, and media outlets available to ensure the campaign we create will effectively and efficiently target the proper clientele, as well as produce desired results. The creative and buys are thought of as cohesive, not separate, entities.
Each market has a unique set of demographics, psychographics, spending habits, cultural differences, media preferences, etc, which requires extensive research to implement the best campaign strategy for each market. A campaign that is successful in one market may not produce the same results in another very similar market. Campaigns need to be personalized and tended to on a daily basis, as well as highly targeted and strategically implemented.
I negotiate every media buy not only with account executives, but also with top management, which results in added value few are able to garner (such as live remotes from a network TV station at no charge, large time banks, unique web and/or cross-promotional opportunities, etc). Unlike most agencies that only negotiate upfront added value, I work diligently year round to acquire additional added value long after the buy has been placed. Opportunities constantly arise with the media outlets and it’s imperative to check in weekly with your reps to see what is available that might benefit your client.
Having worked in print and TV sales in both small and large markets, I understand media and advertising from all parameters. This knowledge allows me to stretch ad dollars, as well as negotiate buys with an understanding of every angle possible.
Innovative creative strategy and top quality media buying are our trademarks, and our dedication to our clients is unparallel. Keeping creative, planning, and media buying under one roof generates a seamless and highly effective campaign.
Laurie Rich, President