I’m in charge of efficient campaign implementation. As Director of Planning and Implementation, I’m responsible for the entire process involved in running digital campaigns. I support our teams when they have questions or are facing challenges. We focus on optimizing processes in order to counter increasing pressure to manage costs, in part through efficient implementation. I also help prepare pitches and work on other client projects.
The Planning and Implementation Unit serves as the central hub for planning, commissioning, optimizing, implementing and reporting for all digital campaigns. My role is to keep in touch with both internal departments and external partners and to scrutinize and advance the processes and communication channels currently being used.
As media planning grows significantly more complex, implementing media campaigns in Excel has become outdated. Since the digital aspect of media planning is especially dynamic, flexibility and scalability are key. When you have several media planners working with the tool at the same time, as is the case with us, extensive rights and role management and good communication modules are extremely important. Getting approvals via e-mail should be a thing of the past. The media management platform also needs to be integrated into the media landscape and systems merged via APIs. The ultimate goal is to automate the entire media process in order to work more efficiently.
The media industry is small, and people know each other. We looked into how other agencies work and if they were happy with their solutions. And we found out that most people weren’t. Our colleagues at Dentsu Switzerland have experience with Mercury and had very favorable things to say about the platform. That’s ultimately what convinced us that this was the media management platform that could also help us undergo the necessary transformation.
We decided to go with a practical, solution-oriented platform that was developed by a team that knows how agencies work. That aspect was key. The media management platform is designed to meet the needs of all departments involved, including media planning and purchasing, ad operations, optimization, reporting, analysis and disposition. What sets Mercury apart is its attention to detail. Another key feature for us was that the solution be intuitive. Because so many media planners use Mercury every day, we knew that platform’s interface had to be easy to use. Mercury is intuitive and user-friendly. We also needed the tool to be browser-based, so that we could work from anywhere.
Mercury worked with us to develop a clear project plan that was tailored to our needs. That made it possible for us to identify and meet the necessary milestones.The implementation phase began in May 2018 and went smoothly. After a short test phase for selected clients, the entire agency adopted Mercury for all of our clients as of August 2018.
Mercury helped us lay the essential foundation for standardizing and automating campaign management. Since implementing Mercury, we’ve been able to run media campaigns much more efficiently. Delivery data is entered into the plans automatically. This allows us to rapidly optimize campaigns and improves data quality by preventing manual error.
Connecting Mercury data to our data warehouse means that data is more readily available and easier to visualize. This creates greater transparency, not only for our planners but also for our clients.
We’ve been managing all of our digital campaigns with Mercury. We’re currently working with our Customer Success team to assess our analog media workflows and processes. We think there’s a lot of potential there to make planning more efficient and to streamline our current processes.
Markus, thank you for your time and your honest answers. We look forward to continuing our collaboration with you, your team and Dentsu!
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