Media agency

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A media agency is a company which help companies to communicate with current and potential consumers and/or the general public.

Media agencies work with their clients to understand the business issues, their markets and their consumers. The media agency then identifies the consumer insights, which can help to devise a channel-neutral communication strategy which really connects with those consumers; using channels ranging from public relations (PR), events and sponsorship to advertising, interactive advertising, word of mouth and direct mail; to build a genuinely integrated campaign.

This integration is often delivered in conjunction with sister advertising agencies; one example of which is Universal McCann (media agency) delivering solutions to clients with McCann Erikson (advertising agency). Another example might be Starcom MediaVest working with Leo Burnett or Saatchi & Saatchi

Media agencies also work with their clients' agency partners who develop and implement activity across PR, events, direct marketing etc. At the same time, implementational planners and buyers then create and execute activity for advertising, digital media and sponsorship. Media agencies bring efficiency to their clients across media planning and negotiation points as they have the specific expertise, volume leverage and theoretically deliver economies of scale and reduce per media booking transaction cost.

The main difference between a media agency and their advertising agency counterparts is that return on investment (ROI) is key – ensuring that every element of the clients’ media investment is evaluated and accountable.

[edit] Major Media Agencies

Universal McCann- Clients include Mastercard, Microsoft, Bacardi Martini, MORE TH>N, Virgin Atlantic, Xbox, Nickelodeon, H&M, Tiffany, UPS, General Mills, MSN, Rank Hovis McDougal, Autoglass, Nuffield Hospitals, Dermalogica, Intel and Telegraph Media Group.

Mediaedge:cia- Clients include Citibank, Novartis, Colgate, Sony Ericsson, Michelin, IKEA

http://www.zenithoptimedia.com Zenithoptimedia]- Clients include Nestle, HP, P&G, L'oreal, Puma

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Initiative - Clients include Home Depot, Burger King, Capitol One

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