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| Why
Clients hire Forde and Semple Media
Works |
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- The
SMART Report is the only empirical
data base of media performance
in Canada.
- Forde Semple Media Works is
a reliable independent media
resource not a media consultant
looking for employment.
- The Forde Semple Media Works
client data is secure and confidential.
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The
major recent public company
meltdowns and investment scandals
that have occurred over the
past several years have led
to an increased need for accountability
and governance as exampled
by the Sarbanes-Oxley Act.
As advertising expenditure
may be one of the largest single
expense items, beyond employment
and manufacturing cost, advertising
audits are an increasing need.
Also media and media transactions continue to increase in complexity, thus Marketers
lack the resources and are therefore incapable of tracking these activities
for themselves . |
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industry has placed additional
burdens on Advertisers that are: |
- Expensive.
- Exceed
resources.
- Potentially
corrode media value.
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| Complexity
is characterized by: |
- Media
fragmentation as evidenced by the 500
channel universe.
- Unbundling of Media planning
and buying with creative and with themselves
producing a process that is more truncated
and less integrated than was intended.
- A proliferation of proprietary media planning
and buying tools such as optimizers and
econometric modeling.
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| As
well, marketing media budgets are increasing
and consolidated with fewer Media Management
companies. The emergence of independent
media management has left the advertising
agency industry largely disconnected and
made the job of managing the advertising
process extremely sophisticated and time
consuming. This is a task few marketers
have the resources to handle internally.
Clients believe that when agencies compete
such as in multi agency assignments, they
act as their own auditors of each other.
Consolidation has left clients without
this unpaid luxury and a need for independent
audits. |
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Some
of our our clients |
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Benchmarking
McDonalds, Coca-Cola,
Rogers Wireless, Kellogg's, Cara, Colgate,
Ford, Wendy's, Hyundai, General Mills,
Priszm, Nestle, Kraft, Unilever, Mazda,
Scotiabank.
Auditing
Government of Canada,
Procter & Gamble, Campbell's, Ontario
Lottery.
Consulting
Nestle, Ford, Cara, McDonalds, Association of Canadian Advertisers.
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recent projects |
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- “SMART Report 2006”
The latest in
the 17 year study of TV buying performance.
- “Maximizing the Value of the Media Agency Partnership”
A a 54 page guidebook for advertisers prepared for the ACA.
- “Benjamin Moore Marketing Audit”
A focused audit of when and how money was spent with specific efficiency and effectiveness assessments.
- “L'Oreal Canada Agency Compensation Review”
A study of the applicability of the global structure from a Canadian media perspective.
- “Ontario Lottery and Gaming Corp Media Review”
An assessment of the media product and services with recommendations to leverage the value of the total spend and a plan of action for improvement.
- “Cara Operations Media Agency Evaluation”
An audit of performance to promise following agency re-assignment.
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