Transforming Media Operations for a Regional Mid-Size Agency
A Detroit Metro-based mid-size agency with a strong background in healthcare, state contracts, local QSR clients, and regional retail. Known for its creative work, the agency’s media department had historically struggled to keep up, operating more as a cost center than a driver of value.
Situation
The agency’s media team faced several challenges. Positioned as a “bolt-on” to creative, it struggled with outdated skill sets, a lack of strategic vision, and an inability to effectively compete with larger agencies. With a “set-it-and-forget-it” mentality, the team frequently underperformed, resulting in pitch failures and subpar campaign outcomes.
Challenges
Lack of skills in omnichannel planning and buying.
Limited scalability and capabilities within the existing media team.
Team members were asked to handle tasks beyond their expertise, leading to executional issues.
Absence of a strategic approach, quality control, and clear process.
Low team morale and lack of ownership over media projects.
Solution
828.Media began with an intensive four-week immersion within the agency, offering immediate media support while diagnosing existing challenges. Following a comprehensive assessment, 828.Media undertook a full overhaul of the media department, retaining key team members as liaisons and transitioning others to their own team, ensuring access to advanced media expertise without incurring full-time costs. The agency adopted 828.Media's refined processes, tools, and strategic frameworks, with 828.Media operating as a white-labeled, day-to-day media partner that brought consistency and strategic depth. Additionally, 828.Media implemented a tailored, fractional staffing model, providing on-demand expertise precisely when needed, maximizing efficiency, and enabling deeper resource allocation during peak demands.
Results
Error Reduction: Errors decreased by 82% within the first three months and stabilized below 5% thereafter.
Improved Delivery Times: Consistent delivery within agreed timeframes, ensuring timely campaign rollouts.
Pitch Success: The agency won 4 out of 5 new pitches in 2024, including its largest media client to date, competing successfully against larger agencies.
Financial Turnaround: The agency went from a projected annual loss to achieving its best financial year in over 30 years, with an EBITDA of 19.5%.
Media Profitability: Media became a profitable department, contributing to new business wins and enhancing the agency's competitive edge. Tools like “Man on the Street” qualitative research allowed the agency to differentiate pitches with data-driven insights, transforming media into a strategic asset.
By partnering with 828.Media, this regional mid-size agency transformed its media department from a cost center to a competitive asset. Through strategic restructuring, flexible staffing, and data-driven insights, 828.Media empowered the agency to win significant new business, increase operational efficiency, and deliver unprecedented financial success. Media became a source of pride and differentiation for the agency, allowing them to compete against industry giants, exceed client expectations, and achieve a record-breaking year. 828.Media didn’t just enhance media capabilities; it fundamentally elevated the agency’s market position and built a foundation for sustained growth and success.