A multi-regional company commissioned (2) separate agencies (A3 Media and a Global Agency) for a product launch in two separate “sister states” with the intent of comparing their media buying methods. The campaign would run over a 90-day period and was to encompass as many markets in the respective state at specific reach and frequency levels designated by the Client as possible, within the budgets allocated. A3 Media was provided a budget of $800,000 for their state. The Global Agency was provided a larger budget of $950,000 to account for the population difference in the state that they were to cover.
To determine which agency could accomplish:
- The optimal media mix
- The highest volume of media coverage
- The best value for the investment
- Highest sales and brand awareness