Topline insights ABC Forum

Sampling In terms of the sampling & weighting method, the media agencies/departments were split according to their published billing (in AdReview 2010). According to Adex, the total media billing in SA is approximately R19 billion. The agencies were segmented into quartiles (4 segments) based on billing. So, for example The Mediashop and OMD fall into the 1st quartile (their combined billing is just short of R7 billion), then the 2nd quartile is made up of MediaCompete, Mindshare, Nota Bene, MEC & Mediaedge (accounting for around R8.8 billion), then there is Initiative Media, Universal McCann, Starcom & Mercury Media accounting for R2.5 billion. The rest of the media agencies in the market account for the rest of the billing (about R1 billion). In terms of the sampling, a base was drawn in proportion with the % billing of the total SA billing per quartile, as follows: % of total billing No of companies Sample % Quartile 1 36% 2 40% Quartile 2 46% 5 40% Quartile 3 13% 4 15% Quartile 4 5% %

Ranking Criteria 2010 For the sake of consistency and to facilitate trend analyses on the data, the 12 performance criteria from 2009 were retained and a further 2 added after in-depth consultation with selected media owner and media agency leaders: 1.Quality collateral 2.Marketing of own Brands (Trade Marketing) 3.General knowledge of Media Industry & own Sector 4.Specific knowledge of own brands 5.Ability & willingness to negotiate 6.Packaging & closing the deal 7.After-sales service 8.Availability/Access 9.Turnaround time 10.Understands me and my business 11.Presentation skills 12.Relationship building 13.Contribution to the Media/Advertising Industry 14.Professionalism

Ranking criteria non-Leaders 2009 vs

Ranking criteria Leaders 2009 vs

Knowledge Professional Service Selling Ability

Winners Table 2010 *MOST Award winners in each category *Weighted average data

Ranking Criteria 2011 The six criteria that each Media Owner will be rated on are the following: 1.Knowledge of own brands and the media landscape – Having in-depth knowledge of the media brand/s that the media rep represents – Understanding how their media brand/s measure up against competitor brands – Understanding how the media brand/s measure up in the broader media landscape – Having a solid understanding of the broad media landscape 2.Knowledge of client brands and market landscape – Ability to interpret a brief and develop a strategically relevant proposal – Having sufficient understanding about a brand and its category in order to be able to hold a meaningful conversation with the client/agency 3.Service delivery – Timeliness – being on time, delivering proposals promptly – Preparedness – being suitably prepared for meetings – After-sales service – Presentation – well constructed and relevant proposals – Listening skills – being able to understand what has been requested – Availability – being readily available and prompt in replying to calls/messages – Communication – keeping the client up-to-date on the progress of campaigns – Execution – ensuring that the campaign is delivered as agreed – Admin – the efficiency of the media owner back-office

Ranking Criteria Innovation – Presenting relevant innovative opportunities in proposals – Using initiative and proactively presenting relevant opportunities – Periodically presenting new information/insights about their media brand/s 5.Empowerment – The extent to which the sales representative is mandated to make decisions – The extent to which the representative has been trained/empowered to think for themselves – The ability of the sales representative to be “flexible” – amending proposals as required 6.Involvement – The extent to which the sales representative displays commitment and involvement in his/her media brands – The general passion and energy that the sales representative displays in his/her job – The ability and willingness of the sales rep to go the extra mile for his/her clients

Knowledge is king

You’re swimming in a big pond

Presence is easy Impact is hard

Teach them how to SELL Teach them to SELL

Empower them

Innovation is sweet but… Advertising pages pay the rent

Keep your sales leaders

Consistency

Relationships still count

Thank you