Here's how media is bought in most
agencies. An account executive calls down to the Media Director
with a request for a media buy. Could be broadcast, could
be print; it doesn't really matter. The Media Director hands
the order over to someone in a cubicle who has a computer
with a program in it that tells him or her how that money
can be spent to achieve the reach and frequency the agency
told the client they'd get. The space or time is bought, usually
from the expected, safe names no one will catch any flak about.
The ad(s) run. Nobody ever gives a moments thought that maybe,
just maybe, there might have been a smarter, less expected,
more effective way to spend that money. Fortunately for clients
of The Meridian Group, this scenario never happens here. First
of all, our media people are not just media order takers.
They're media strategists, and that means being involved from
meeting one, working through marketing strategy, demographic
profiles, quantitative and qualitative research and exploring
every possible avenue to reach your target. Would fashion
models handing out flyers on the street work better than a
print ad in a newspaper? If so, then you're going to hear
about it. Mind you, with over 60 years of experience between
them, our media people know conventional media as well as
anyone. it's just that they don't stop there. For that matter,
they may not even start there. Because we feel a fiduciary
- well, let's just come right out and say it - a moral responsibility
to spend your media dollars as effectively as we can. We fight
hard to secure the best rates for our clients. And we use
our long-standing relationships with media representatives
to get you rates you could never get yourself. Around here,
media is a creative endeavor. And our clients are the beneficiaries.
