Situation
A conglomerate with a large annual media budget spread across channels and agencies, and a leadership team the public knows less well than the brands it runs.
Objective
Plan the year's media as one investment across national and international channels, and give the top team a single, consistent public narrative.
Approach
How this desk would run it
Programmatic Ad Stacks
Buying set up to place media automatically against the plan, with clear rules on where the ads may appear.
Data-Driven User Acquisition
Spend moved toward the channels the numbers show are bringing customers in.
Omnichannel Saturation
One message carried across every channel in the plan, national and international, timed together.
Predictive Analytics Modelling
A forecast of what each channel should return, checked against what it does.
Sequence
Indicative order of work
Phase 01
Plan
The year's objectives, budget and channels set in one plan.
Phase 02
Build
Buying set-up, measurement and the leadership narrative prepared.
Phase 03
Deploy
Campaigns run through the year. Spend shifted as results come in.
Phase 04
Account
A year-end account of what was spent, where, and what it returned.
Outcome
MEDIA PLAN DELIVERED
In this scenario the mandate is met when the year's media runs to one plan, the spend is accounted for line by line, and the leadership is known for a clear position.
ARKA plans and directs the media spend from the client's approved budget. It does not manage or invest money.
Desk
Who would run it