Clients

Services

Our Offerings:

Madison Media is your Outcomes Agency and provides simple media solutions to complex marketing problems.

STRATEGIC MEDIA PLANNING

1. Devising Planning Guidelines

We set media objectives that best reflect the category and brand requirements. We insist on using existing research data, supplemented with our own analysis, as it is a benchmark against competition and visible or successful brands that target the same consumer.

2. Developing Annual Media Plans

We develop an annual media strategy for each individual brand and for the company as a whole, based on marketing & advertising objectives. This forms the base for our recommendations for the ideal budget, the right media-mix and weights by media, vehicle mix, scheduling strategies and sponsorship strategies to achieve the objectives. Lastly, we set brand-wise CPRP goals to drive efficiency.

3. Tracking with Monthly Media Plans

We conceptualise monthly plans and flag off variances if any, from annual plans. Brand-wise CPRP checks are done against pre-set goals. Feedback from monthly plans are factored into the planning cycle, to safeguard against dynamics of the media-marketplace.

4. Competition Analysis

We carry out a monthly analysis on competition's media activities and their effect on our brands.

5. Audience Delivery Analysis

A periodical analysis on the target audiences' media consumption habits is done. (Example: IRS updates, TV viewership trends etc.), based on which, we provide recommendations for changes, if any, in brand media strategy or review buying decisions.

6. Portfolio Management

We develop differentiated brand media plans customised for national and local marketing needs. If media segmentation among similar brands is desired, a detailed analysis of the same is carried out, and recommendations are made. An overall company-level media philosophy is created and adhered to.

7. Media Research

We provide strategic recommendations about how media theory and findings should direct media choices and planning decisions for individual brands and the company as a whole.

Our thrust is on working together with the company's research team to interpret research findings and applying the same for better media value. (Eg. Ad-track)

Analysis of specific channels, markets and media is undertaken from time to time and the resulting recommendations are fed into the planning & buying process.

8. Financials 

We have set up systems to monitor and control estimation, billing, statements of accounts  and any other financial MIS that may be required.

9. MIS 

Monthly schedules, post-buy report, important developments in media (as and when), media newsletter, etc. are shared and records, maintained.

10. Training

We have developed and formalised a media planning and buying orientation program for company executives & trainees, having recognised the importance of formal training on the subject.

Tools

Madison Media has an in-house software team that works to develop indigenous tools and software to aid media planners and buyers. Some tools developed include: