Associated British Foods
Associated British Foods

Food

ABF is a UK company that is behind some of the best know food brands in the UK. Post pitch ABF required to make sure that all the pitch promises across pricing and planning were delivered via a marketing strategy that enhanced its progression in the marketplace. Ultimately ABF needed an all-in-one solution and turned to 23 Media Audits.

Making Sure the Pitch Promises Were Delivered

Similar to many other companies we have worked with the main problem after a pitch process is that only the media price paid and the levels of media quality being delivered are measured via a media auditor or agency as they can be checked versus what was proposed at the media pitch. Unfortunately, the planning tasks, responses to brief and emergency planning exercises which are so well actioned at the pitch by the agencies top talent is not measured because many brand consultancies and pitch management companies move onto the next project and success is measured on price.

At 23 Media Audits we make sure that the planning cycle is monitored to the same level as the pricing making our approach a balanced approach to using a standard media auditing company alongside a pitch management company.

Representative – 23 Media Audits

Our Approach

ABF was highly aware from their own studies the way consumers related to food brands and how the media landscape was changing – they were also aware that the uniformed agency approach is not always right way and they required 23 Media Audits to produce a high-end briefing schedule that encompassed internal brand knowledge and media planning/buying providing a set of checks at each stage of the media cycle. The most difficult part of any exercise is to make sure that all the stakeholders are working together yet each individual brand is looked at on a bespoke basis – we made sure that not only does this happen but when the media was bought that ABF were being delivered the best in the market.

Thanks to 23 Media Audits, all of our branding activities are linked, and we can easily see what’s working and where improvements need to be actioned through their audit outputs.

Representative – Associated British Foods

Results

Delivering best in market pricing
Briefing schedule part of 23 Media Audits planning cycle = all elements checked and evaluated
Control over your budget and agency payment terms
Media buying, planning and brand strategies fully integrated throughout the media process