Laetitia Zinetti, Global Managing Principal for Media Management and Managing Director – Continental Europe at Ebiquity, together with Chris Graham, McDonald’s Head of Global Media Accountability and ROI, presented a thought provoking subject, “The Secrets to Media Pitch Success” at Mumbrella360 – the largest media and marketing event in Australia.
The presentation provided an overview of global and local trends in agency selection and management. Laetitia outlined Ebiquity’s best-practice guidelines for advertisers reviewing and renewing their agency relationships. Laetitia shared learnings from over 200 national, regional and global agency reviews that Ebiquity has conducted over the last 2 years.
Chris outlined McDonald’s experience in reviewing their media agency of record in 2017-18, a process in which McDonald’s partnered with Ebiquity. By thinking globally and acting locally, this new model ensures that McDonald’s rostered agencies deliver improved business value and transparency, and importantly, focuses on their media performance delivering against business objectives.
To find out more about the process of an agency review, read our viewpoints:
‘The Art and Science of Agency Selection’, here.
‘Strategic and operational principles for Agency Selection’, here.
