Is hiring a “national agency” the ultimate goal for your brand? You might want to think again.
A few years ago, a Minnesota-based company was having issues with its national media-buying agency. On paper, the agency’s media plan should have worked. It covered the DMAs (designated marketing areas) the company needed (and more). Radio spots delivered accurate information about the product on the highest-rated stations. But not enough people were calling or clicking. Why?
Founder and CEO of Media Bridge Advertising, Tracy Call, argues that the prestige of a “national agency” is an outdated myth. She contends that a broad, cookie-cutter approach can be incredibly wasteful, while a precise, localized strategy often yields far better results. Discover why the size of an agency matters less than how it buys media and why the most effective approach is like using a scalpel, not a machete.