Work & outcomes
Three case studies. Anonymised on request.
Media Audit
Retail
19%
reduction in total media spend
+12%
increase in audience reach
Situation
National retailer, $600K/year in media spend, no channel performance data and no independent view on whether the buy was efficient.
Finding
Digital display was consuming 34% of the media budget and delivering 8% of measurable response. The channel had never been independently benchmarked.
Media Strategy
Financial Services
31%
lower CPM vs agency plan
2×
qualified enquiry rate
Situation
New product launch required an independent media plan to compare against the incumbent agency recommendation.
Finding
The agency plan over-indexed on broadcast for an under-45 audience. The recommended channel mix was rebuilt from audience behaviour up, using NZ-specific consumption data.
Retained Advisory
Property
$140K
in savings identified, year one
Ongoing
retained advisory relationship
Situation
Ongoing media spend across multiple channels, with a desire for independent oversight without replacing the incumbent agency.
Finding
Overpriced digital inventory had been undetected for 18 months. Two major buys lacked audience rationale. Buying terms on radio had not been reviewed or renegotiated in three years.
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