Driving media savings for a premium alcoholic beverages brand

Objectives

A global premium wine and spirits seller was satisfied with their agency’s performance but had never tracked their media pricing year-on-year (YoY).

They sought a robust and standardised performance evaluation to enable comparisons across agencies and markets. An efficient process and easy alignment between all parties were essential to them.

Our Approach

Ebiquity’s commitment tracking methodology ensures consistency across all markets and media through structured reporting and evaluation. The performance calculations are fully transparent, allowing all parties to clearly understand the methodology.

For this client, Ebiquity gathered a full year of baseline costs before requesting normalisation factors from the agency. These factors reflect the quality differences chosen during the buying process, which can influence whether a unit of media is more or less expensive.

We then tracked year-on-year (YoY) media cost differences using a like-for-like methodology, which is managed and automated through our proprietary platform.

Business Impact

In the first year of reporting, the client’s US agency reduced their like-for-like media pricing by the equivalent of $14 million.

This approach provided:

• Control of media data and aligned baselines
• Transparency in methodology
• Full data ownership by the client
• Saving potential reported in less than 24 hours after each round closed

We continue to work together to accurately track their media pricing in an efficient and streamlined way.