A media agency helps brands in reaching out to the right audience at the right time and on right platforms. But on what basis does a marketer select its media agency? Of course, the credentials matter. It’s always reassuring to see a deck full of great success stories, important case studies and a bunch of important awards. Every marketer wants to see that because they are confidence-building tools.
However, those can’t be the only deciding factors. What is a key for most marketers today is what the agency will do for their business because success for other accounts and businesses doesn’t necessarily guarantee success in yours.
“Of foremost importance is the agency’s domain and category expertise – media agencies must have a clear picture of the industry and what works and what doesn’t and enable the client to find the right media mix,” said Rajendra Agarwal, Managing Director at Donear Industries
Once they understand the brand’s business, they can come and offer advice on the correct strategy to be followed, said Rajiv Dubey, Head Media at Dabur India. “They should understand the brand's business and guide accordingly, looking at the market scenario and what is the best practice available in the market.”

Media agencies have to be quick and nimble while they are working, said Dubey.

Vijay Kaul, DGM, Marketing Communications at Yamaha India, states four factors that play an important role in finalising a media agency.

Strategy: How smartly agencies can decode the brief and sync with on-ground consumer insights and layer with a great idea and solution to address the brief.

Buying power: Rates/ROI are imperatives for marketers. Hence this also becomes one of the essential factors.

People: The team working on the account on a day-to-day basis is more important than the team that works once a year on the pitch. People working on the account should understand the category, brand, new dynamic consumer, market nuances and media thoroughly.

Integrated offering: Not only TV/print/digital, but also one-stop solutions for OOH, activation, cinema, content, ORM, etc.

Read On over here https://bestmediainfo.com/2020/09/a-peep-into-the-marketer-s-mind-when-finalising-a-media-agency/