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THE MEDIA SEP 2018 e-book

MARKETING SERVICES AWARD Media Ow ner Marketing Services Aw ard 2018 In the MOST Awards 2018 planning sessions and discussions with senior media owner and media agency people, the importance and value of strong marketing services support was discussed. It was unanimously agreed that the marketing services function within a media owner business can add significant value to its advertising sales. It was for this reason that a special award for the Best Media Owner Marketing Services team was introduced into this year’s survey. As a starting point, the definition of the ‘marketing services’ function was reviewed and discussed. It was agreed that from a MOST Awards perspective, a company’s marketing services should not be limited to the formal ‘marketing services’ or ‘trade marketing’ teams that exist within some media owners. Rather, it was agreed that the concept of ‘marketing services’ should be broadened to include any team and function within an organisation that contributes towards building people’s positive perceptions of the organisation. It was also agreed that within ‘service’ organisations, the employees who are client-facing (especially the sales people) usually play the biggest role in influencing customer perceptions of their brands. It was for these reasons that a Media Owner Marketing Services Award was strongly supported as a relevant and valuable addition to the MOST Awards. As with the MOST Awards every year, media agency voters were first asked to rank in order of importance four performance criteria relating specifically to marketing services within a media owner organisation. Bullet points defining the scope of each criterion were provided to voters. The four marketing services criteria were ranked as follows: 1. Market Intelligence Data and research analyses, adding value to client presentations, packaging relevant information to address client briefs 2. Relationship Building Relevant activations and events in support of the sales function 3. Trade Marketing Strategy, brand management, advertising, collateral, campaign management 4. Reputation Management Communications strategy, company reputation and image management, thought leadership, public relations, social media Voters were then asked to nominate up to five media owners they believed had performed particularly well against the four criteria. Finally, they were asked to give each media owner a score for each of the criteria. As with the MOST Awards methodology, the media owner criteria scores were weighted according to the relative importance ranking of each criterion and then averaged to derive a final marketing services score. The winner of the inaugural Media Owner Marketing Services Award is Mediamark. The Mediamark team was rated highly against all four performance criteria and particularly strong against ‘Relationship Building’. One voter explained: “Their team is proactive, they give themselves time to understand the brand. They are always here doing something exciting and making their presence known.” The second place ranking was awarded to DStv Media Sales. The DStv team has consistently delivered top quality marketing collateral and impactful trade activations. One voter described the team as follows: “DStv continues to innovate; they host numerous Thought Leadership insights and do great Trade Marketing events for all of their channels. They work hard at building relationships with their agencies on all levels.” Another voter was impressed with the DStv team’s research: “DStv’s research and insights team is unbelievable and they are able to share great nuggets of useful information to the media.” Third in the Media Owner Marketing Services category in 2018 went to Ads24. As a voter said: “Their events are informative and entertaining. They don’t take up too much time either, short and sweet. Their competitions are also quite fun with awesome prizes. The Food for Thought event looked amazing (the videos shared on social media were really informative) and the mass market soccer football event was a lot of fun.” With the strong media owner brands that we have in South Africa, we expect this category to be fiercely contested in future. Well done to the winners. • Rank Marketing Services 2018 MOST 2018 Score 1 Mediamark 8.19 2 DStv Media Sales 7.89 3 Ads24 7.62 The Media | wagthedog.co.za P 21


THE MEDIA SEP 2018 e-book
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