MC Media Planning

Media Planning

MC has its own state-of-the-art Media Planning Unit with 10 staff members has many years of experience in the design and implementation of pan-European and international strategic media planning projects and in the initiation of extensive co-operations with TV, print, radio and online media. The international MC Agency Network with national media planning experts in all EU capitals enables MC to produce pan-European and international media plans that are tailored to country-specific requirements. By allocating different national weightings to print, TV, radio and online media (identification based on media analyses or electronic household surveys), MC ensures the generation of maximum advertising or information impact in defined target groups at the lowest total cost possible. MC works in strategic partnership with MediaCom, one of the largest European media networks with a total billing volume of over eight billion Euro in Europe and 16 billion Euro worldwide p. a. Due to this high media volume Mediacam negotiates the best conditions and discounts on the European market.

At MC, media consulting, media planning, media buying and media management are evaluated with state-of-the-art competitor and media analyses and a modern media monitoring system, using a combination of qualitative and quantitative methods. In order to realise this, the agency cooperates with renowned market research institutes and resorts to the latest Nielsen advertising statistics data. MC’s Media Planning Unit regularly cooperates with independent European media institutes to establish the latest media management benchmarks.

Based on its strong position in the media buying market, MC is able to negotiate very reasonable terms and above-average discounts all over Europe, enabling the agency to pass on considerable price reductions to its clients. MC negotiated, for example more than 65 per cent media discounts for the campaign of DG Environment, more than 50 for the campaign “For Diversity, Against Discrimination” of DG Employment, Social Affairs and Equal Opportunities and the “African Week” of DG Development, furthermore MC negotiated more than 50 per cent media discounts in the framework of the EU smoking prevention campaign “FEEL FREE TO SAY NO” or the EU campaign accompanying the “European Year of Education through Sport” as well as for the campaign of the European Agency for Safety and Health at Work and therefore doubled the value of the available media budgets and significant discounts.

MC has further an own inhouse team specialised on sponsoring offering full service in the field of sponsoring as well as the concept development and implementation of projects in cooperation with big national and international media enterprises (e.g. in Germany: ARD, ZDF, RTL, SAT1, MTV, VIVA etc./pan-European: EBU, Euronews, Deutsche Welle, RAI, France 24, MTV, arte, Europsport, etc.). This comprehensive experience and good contacts offer the best preconditions for contacting and acquiring media cooperation for the elaboration and implementation of sponsoring activities achieving high media attention for all clients.