This week, Pure Towers played host to a group of eager beavers all looking for an insight into life at a media agency as part of the Chime Group YouthLabs initiative.
Wednesday’s session kicked off with a quick intro to Pure
Media. This included our role within Chime Comms and how we contribute to the
marketing mix; which gave them a much clearer perspective on the role
of paid-for media and inter-agency collaboration.
We then split the group up into three teams, each given a different
campaign brief (H&M, Mercedes or Adidas) and helped to guide them through
specific packs of data and charts (including media consumption and propensity
of various target audiences) with the ultimate aim of the teams planning a
3-month multi-media, multi-format campaign for their respective brand. Each
group then presented their ideas.
We had a great response, with some really creative ideas and
a genuine understanding of the need for synergising the selected media, such as
incorporating dual-screen habits between TV and Social Media. It was another
example of how the consumers form the media landscape and that the trends of
this generation will impact our world.
We then moved on to “the fun bit”; concentrating on outdoor
media, we offered a wide selection of outdoor media sites for the teams to
consider. Each ad space came with its own price-tag, share of voice, tenancy
duration and “bio”.
The teams were given a budget and the task of purchasing the
media for their campaigns. Obviously, they had to stick to the Pure doctrine; everything’s
negotiable, treat every penny as if it were their own and always seek best
value (not just rate).
Well, we had a mixed bag of results to say the least!
However, there were some creative negotiations, and a huge improvement in bargaining
strategy - more importantly – an insight into how media is traded and extra value elicit bought.
A brilliant morning with an engaged group of up-and-comers!
#PurePoint # PureLearning
No comments:
Post a Comment