Recognising the ever-increasing need to be able to provide performance based evaluations of advertisers’ media expenditure, the Independent Agency Search & Selection company (IAS) has partnered with UK- based international independent media auditing firm, Fairbrother Lenz Eley (FLE) in order to be able to conduct media audits.
The performance analyses provided through this partnership will be custom made to the needs of the client but will include analysing the media process, media planning and buying, contract and remuneration advice and competitive insights.
FLE, a leading independent media auditor with a database consisting of €18bn worth of media spend across 77 countries, has been auditing and consulting for 19 years and works across all major media. The company has 10 years of experience working in the South African market and already works with some of the major advertisers in the country.
“We chose to partner with the IAS because we believe that their marketing programme will help us increase our market penetration in South Africa and ultimately into the rest of Africa,” comments Ian Fairbrother, CEO FLE Holdings Limited.
Media audits assist clients achieve the best service, performance and media value from their agency and ensure that clients are given an optimal return on investment.
comments, “Since the amount of money the clients spends on media exceeds most other expenses, advertisers will benefit from independent media performance analysis to improve the value of their media buy. The performance input also assists and motivates the media agency.”
The IAS will use its independent local media specialist consultant Adriaan de Buck to assist with the media audit process including feedback to the clients.
De Buck is a seasoned media expert with more than four decades of experience in the South African advertising and marketing industry. He can be relied upon to give totally independent and up to date advice on all media matters for clients. His experience with FLE to date includes clients such as Volkswagen Group SA and Cadbury.
“It’s not only about improving media costs,” comments de Buck, “it’s more about maximising the impact of every rand spent in the media.”
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