Media That Works Forms New Planning Alliance

Media That Works is bolstering its media planning capabilities through a strategic alliance with analytical services company Hudson River Group.
The alliance between Cincinnati-based MTW, which handles approximately $500 million in media billings, and HRG, Valhalla, N.Y., has been dubbed Stratalytics. It is envisioned as a response to advertisers’ increasing call for accountability, said Susan Bentzinger, MTW’s senior vice president and chief strategic officer.
“Together, [the two companies] can deliver dramatically enhanced media planning from the point of view of return on marketing investment,” Bentzinger said.
The adage is that clients know only half their ad budget is working for them, but they don’t know which half, she said.