We think that media execution is a very important administrative task which must be handled with great responsibility and absolute correctness. We take it for granted that a professional media agency has the necessary organisation and control mechanisms at its disposal. But we also think that the precision in the media execution can turn into a boomerang.

This is when the client’s money is distributed precisely but in the wrong fields. And this is exactly the point where media agencies differ. There are some who just distribute the money widely but others who manage it carefully and in a focused manner on the safe basis of a sound media planning, -strategy and -analysis.