Tips for the 2019 annual financial statements and media buying in 2020

The traditional annual meetings with advertising marketers, media companies and advertising and media agencies take place between November and February. This is a good time for advertising clients to take a look at advertising performance, target achievement and efficiency and to discuss the conditions for the coming year. The return on investment in terms of advertising impact must be right, but the agencies must also ensure that the strategy, planning, implementation and billing are in line with the objectives.

With the following six tips, companies can optimize their advertising budget and set the course now for a successful 2020.

Tip 1: Check and optimize the condition levels of your annual contracts

Based on the annual planning, you or your media agency have made sales agreements with the media. Sometimes, at the end of the year, only a little is missing to ensure that commitments can be met and painful discount clawbacks averted. Ask your agency to show you your current status and suggest optimization measures. A little can go a long way here. In addition, fulfilled commitments are the best basis for successful condition negotiations for the next year.

Tip 2: Define the strategy and media deployment for 2020 in good time

The right timing is very important for media buying. If you know early on when you need which media, you get quality at the best price. Although last-minute offers can also have their appeal, they often offer high quantity and only moderate quality. Those who have defined their media strategy and rough planning at the end of October or beginning of November can take advantage of the booking openings and are perfectly prepared for the annual talks and condition negotiations with media and marketers.

Tip 3: Do the media fitness check

In order to improve for the new year, it is advantageous to first become aware of the current situation and any weaknesses. The Media Check from the Swiss Advertising Client Association (SWA) can be used for this purpose. A review of the situation with this check helps to identify any weaknesses in the process, the advertising/media strategy, planning and purchasing as well as untapped potential. The SWA Media Check was developed by Sandro Prezzi specifically for the needs of SWA members. Combined with the corresponding suggestions for optimization, it forms the basis for successful annual meetings with agencies, marketers and media.

Tip 4: Hold a year-end meeting with your media agency

Regardless of whether your advertising and media agency is part of a global network and you were not allowed to select them yourself or you are the client in a direct contractual relationship: Ask for an annual appraisal interview, just as you would for an employee appraisal. Both sides should prepare sufficiently for this. A prior SWA Media Check provides valuable input for advertising clients.

If you can decide on the contract yourself, now would be the right time to think about new collaboration models and discuss them with the agency. Have all reimbursements been put on the table and is the agency prepared to confirm this in writing? How is the agency currently organized? Has anything changed in the agency, group, special service organization? Discuss what quantitative and qualitative goals the media agency should achieve for you in the coming year and how these are to be achieved.

Tip 5: Conduct annual negotiations with the major media providers and take part in them yourself

Many agencies conduct annual negotiations with media companies and marketers on behalf of their advertising clients. Unfortunately, not all advertising clients are personally involved in these discussions. Our recommendation: Be sure to take part in these discussions, get involved and get to know at least the biggest players in the market personally. With media concentration, there are now far fewer providers! This creates mutual understanding, knowledge of any added value and ultimately better conditions! It goes without saying that your agency should prepare the talks and make recommendations for negotiations.

Tip 6: Get yourself and your team fit

The media landscape and communication behavior are constantly changing. As an advertising client, it is not easy to maintain a constant overview and protect your interests. Treat yourself to an update of your knowledge, for example by participating in one of the six SWA specialist groups or the thematic SWA workshops. This will bring know-how into your company and give you the opportunity to exchange ideas with other SWA members from different sectors. In addition, the professional individual support "on the job" from independent media experts is very effective and efficient
and of great benefit.

Good media management increases ROI

Media management is about a lot of money and the impact of your advertising! So make sure you take the time to do this. The SWA provides its members with free advice on agency management for advertising and media agencies, arranges professional support and makes various tools available on its website.