MediaVest Cross-Trains Its Buyers


Taking yet another step closer to de-siloing its structure to more closely buy and plan media based on consumers’ habits, MediaVest is quietly rolling out a restructure of its investment arm. The Publicis Groupe unit has already evolved its planning and video-buying functions to embrace and understand the changes brought on by massive digital media and technological change. In this latest move, the agency is applying that thinking to the buying side in a sweeping reorganization and cross-training effort.

Donna Speciale, president of investment and activation at the agency, said the initiative reflects a new mindset that responds to changing consumer behavior and the corresponding shift by media companies to adapt their content to other platforms.

Under the prior structure, the print buying group handled a given client’s print spend, out-of-home handled the client’s outdoor business, and so on, although the groups would collaborate. Now, clients are being reassigned to single buying groups based on where the client’s spending is concentrated. At the same time, the agency has begun to cross-train its entire staff of 285 buyers in negotiating other media platforms.

Individual planning units and their heads won’t go away, Speciale emphasized: “There will still be experts [in video, print, digital and out of home]. We always need the knowledge in those areas.” The goal, however, is to enable MediaVest to more efficiently serve a vendor like NBC Universal, which today straddles video, out of home and digital, by reducing clients’ points of contact at the agency and bringing innovative, integrated media buys to life faster, she said.

“Consumers are starting to touch content when and where they want it,” Speciale said. “Our investment teams are now thinking with a behavioral-consumer focus.”

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