FROM A SEA OF SAMENESS, BRANDVERGE HELPS THE MEDIA KITCHEN DISCOVER UNIQUE OFFERINGS IN RECORD TIME
CHALLENGE
The Media Kitchen, a full-service media planning and buying agency, was looking to drive awareness for one of its clients, an established media brand. The goals were to drive traffic to the company’s website and increase brand awareness among its existing consumers. The client wanted to specifically target media buyers at mid-sized agencies. Media is a tough category in which to compete since traditional TV networks are able to run their own ads for free. This makes it hard to stand out. The Media Kitchen was challenged in trying to find unique media opportunities for its client, as all the media partners they typically work with were offering much of the same repetitive offerings-- their client wanted something different, fresh and exciting.
SOLUTION
Using BrandVerge’s platform, The Media Kitchen was able to surface the perfect opportunity for its client: Adweek’s podcast, Yeah, That’s Probably an Ad. “Everyone has third-party audiences, but it’s very hard to find media partners with unique offerings. BrandVerge freed us from having to go through a repetitive vetting process with different partners allowing us to zero in quickly and easily on what was the right fit,” said Zhang. Finding media companies’ unique offerings is truly challenging. BrandVerge allowed The Media Kitchen to type into their app exactly what they were looking for. “It’s pretty amazing; what comes up is relevant and offers new alternatives we weren’t previously aware of. There’s nothing else out there like this,” says Zhang.
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Result
The Media Kitchen’s client was thrilled with the results. While it’s not hard for the advertiser to reach their very specific target audience, agency media buyers, it is hard to find differentiated offerings that are memorable. Prior to using BrandVerge, The Media Kitchen talked with many media companies but found their inventory “similar and repetitive,” says Zhang. That prolonged the evaluation process, since The Media Kitchen team had to spend time poring over options to find something truly unique. BrandVerge’s platform allowed them to bypass this process and find AdWeek’s podcast in just a few minutes. That’s an impactful change because the RESULTS process of lining up partners can take several weeks. Using BrandVerge, the team was able to access several packages from media companies – and find the right one — very quickly. “It really saves us a lot of time, which frees us from having to go through repetitive processes with each partner individually,” Zhang said. Overall, Zhang estimates using BrandVerge condensed the process from weeks to minutes – and offered her team at The Media Kitchen new and exciting alternatives. “It really saves us a lot of time and opens up the opportunities we can explore,” Zhang said.
Here’s what customers say about us
Senior Media Manager at Assembly
“BrandVerge makes it possible to see all the vendors and know who to reach out to and how to negotiate, when I’d typically have no idea where to start. They put everything right there in front of me, and the partnership saves a ton of time from having to research on my own.”
Ryan Montañez, Marketing Director at Skip Hop
"What I really loved about working with BrandVerge was how they were so responsive to our feedback and so transparent during the process. They made it easy to work with several influencers at a time and future campaigns. Really great to find a team that creates successful campaigns while being great to work with."
Diana Van Eeuwen, Senior Negotiator at Assembly
“BrandVerge helps me work more efficiently. Without it, I would have spent over a week reaching out to a ton of vendors that might not have even made sense for my campaign. Being able to search from a known pool of options put me in control to work much more quickly.”
Danielle Kushner, Team Manager, New Business & Sales Strategy at Her Campus Media.
“Using BrandVerge analytics, we're able to quickly & easily pinpoint new opportunities, for example, our recent Earth Day program. Once engaged with Earthbound on our Earth Day program, we were able to finalize details in under three months compared to spending up to a year establishing a new relationship,”
Kamelle Wilson-Cornell, Brand Partnerships at Brit + Co
“Typically, it takes us several meetings to really understand what’s important for the client. We’ll go through our entire capabilities deck before able to identify specific opportunities that make sense for that brand. With BrandVerge, we were able to get straight to the point. BrandVerge helps you cut to the chase.”
Yuting Zhang, Senior Strategist, The Media Kitchen
“What’s unique about BrandVerge is different partners & packages available all in one place, everything's aggregated. This wasn’t possible before using BrandVerge. What would have taken weeks to find now takes just a few minutes. We can search by keywords to find new, unique different packages available to us almost instantaneously.”
Ryane Montañez, Marketing Director at Earthbound
“It can take two months to run through the standard RFP process to find the right media partner. With BrandVerge, it takes only three weeks for discovery and evaluation, including reaching out & getting a plan back. Now it takes just a couple of days to sort through the details. We’ve cut down 60% of the time needed for the entire process.”
Lorraine Schwartz, Media Director at Digitas
“Finding new, niche partnerships is difficult. BrandVerge helps facilitate the research process. We look for partners with ample reach against our campaign target audience and BrandVerge saves time.”
“With BrandVerge, you’re able to browse and inform yourself, find all the different media options that are available and what you can get for it, transparently. I think that’s amazing.”
Howard Rosenstein; Meredith
“At Meredith, we really loved the training, accessibility to help, the templates, the simplicity/intuitiveness of the marketplace overall.”
Tess Neudeck; Acast
“We loved the analytics section of the platform, it was amazing to be able to see who was leaned into our content!”
