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The "Investment Counselor" Philosophy
Media is one of the most rapidly changing fields in the agency business. Our success springs from a decidedly different approach to the business of media, and our philosophy of what makes a good media plan and a good media buy. Our media clout is a major asset. We think of media relations as investment counselling. We understand media can be costly, especially when approached as an expense. We view it as an investment. Like an investment counselor, we manage each brand's budget for maximum return over time to build and sustain brand leadership. We have a fiduciary responsibility to our clients and while we are firm believers in planning, we also recommend our clients reserve discretionary funds for spontaneous opportunities. We believe media is any means by which a brand's message is communicated to the customer. Therefore, we have no built-in bias towards television. Or print. Or radio. Or outdoor boards. Or matchbook covers. Or the latest technological medium. We have, in fact, recommended and bought them all. In addition, we've been instrumental in creative new media vehicles... everything from fleet graphics to internet messages. The key, again, is value. If a media option adds value, it's worth pursuing. Our goal is to gain efficiencies for our clients by managing all the details of a comprehensive media campaign, without increasing the media budget. Very often, TMA is able to negotiate better pricing based on bulk buying volume. We consistently and historically achieve this through constant contact and follow-up with our wide base of media contacts. TMA's contacts are strong in the U.S. and internationally as well. In fact, we regularly buy media for Latin, Canadian and U.K. markets. Please contact Greg Mack for more information. |