Many advertising agencies in the US have been taking their clients’ media dollars and distributing them in ways that pad their own profits, rather than doing what’s actually best for the client.
They do so in the form of rebates, mark-ups and pre-arranged agreements, all of which take place behind closed doors, completely unbeknownst to the client. If clients are aware of it, they are under the assumption that the agencies do this for better negotiating power, or for more efficiencies…but that is rarely the case.
The bottom line is that marketers are losing media efficiency and the ability to improve their own results. They can’t see what their media spend is really buying, therefore they can’t optimize it. A chunk of every dollar they spend is being wasted before they even begin.
Meanwhile, honest agencies are kept out of the running for significant accounts because they don’t hide their sources of profits, therefore they appear more expensive when they are anything but.
This has got to stop, but it won’t until every marketer is educated and committed to transparency.
Our media arm, Proove Accountable Media , was established to combat these dishonest agencies through providing clients with a better option – and to Proove there’s a better way.
Since it was founded, Proove has been directed by Agency Partner Adam Lutz, who, as evident from last year’s Business Insider article here, has become one of the leading pioneers on media transparency and accountability today.
So how is Proove Accountable Media different?
We only buy media that actually runs.
We don’t force our clients to use a prebuilt trade desk or limit them to particular buying technologies and data partners.
We never saddle our clients with pre-arranged investment commitments. Our job is to evaluate every partner, technology and ad buying platform and give the client the most relevant opportunity to fit their needs, not ours.
We don’t markup inventory or create revenue streams that ultimately deplete our clients’ media budgets.
Everything we do, buy, manage and execute is transparent and in our clients’ best interests.
To be an “agency” implies fiduciary responsibility to put the client’s best interest first. It’s why we got into this business in the first place, to help our clients grow and prosper. We over-communicate. We over collaborate. And then we over deliver.
Unlike the rest of the industry, we are a true agent of the client.
Hold everyone of us at DiMassimo Goldstein and Proove accountable for these promises. We already do.
Media Agencies are operating in an old school fashion, marking up inventory, not being transparent, moving at a snails pace and not investing in the best talent. I felt there was an opportunity for an agency to be fully transparent, ethical, and to act as a true agent for the client. Built from the ground up, Proove is positioned as a challenger to the old school model and is set up to drive success for our clients in todays world.
What do our clients get from an honest agency?
No previous prearranged media, partner or data commitments…a realtime log of the daily optimizations made & a non-biased media recommendation that clearly maps back to what you need to accomplish in market. You will actually know where your media is running.
What does that mean?
Proove Accountable Media, the way media should be.
Read the full Business Insider article here.
Proove(sm) powers brand-driven growth with accountable media planning and buying. Led by digital media pioneer Adam Lutz, who has successfully deployed hundreds of millions of media dollars for top advertisers, we seek tangible business results in everything we recommend. Key performance metrics are focused on engagement of the right audiences in most cost-effective ways. The latest technology and offerings provide our clients the most efficient and strategic media plans and buys. And we are first in line to learn about the latest innovations, technology and data to help drive our clients business, driving the standard of proof into pioneering territory such as social, mobile, owned and earned media.
Learn more about Proove Accountable Media: firstname.lastname@example.org
Q: Let’s start with the name. Proove.
A. Proove is our twist on prove, which is a value we live by. It is a hard word for some people to commit to…I mean it is quite a word to live up to. That’s why I like it. It says everything we are: accountable, actionable and measurable. And we’re willing to prove it, not just say it. We live and die by our performance, and we’re willing to commit, right there in the name — in the very first thing you learn about us — to standing behind our work. And the extra “O”, that’s because it’s not all science. There’s some magic required too. Some art.
Q: Accountable, actionable, measurable. Can you tell me more about how you do that?
A: What got me excited and challenged about Proove is how we can not only provide service but also drive differentiation. Here is an example: our reporting that we deliver to our clients is robust, but we’ve taken it a step further. We look at factors outside of paid media that could potentially impact media performance, which typically leads to unique insights into our clients business. It’s about the story behind the numbers, the real story. We believe in numbers but we want to go beyond the numbers and offer actionable analysis.
Q: The media landscape is changing so fast. There’s the rise of social, the ever-changing world of SEO, new media outlets, shifting demographics, the rise of mobile and other connected devices and on and on. In the face of all this and more, how should a marketing executive view the planning process?
A: The planning process doesn’t change, but the consideration set when evaluating media channels certainly does. A key piece to staying on top of the landscape is to be aligned with the latest technological and targeting advancements that are being introduced. I don’t want to tell a client that he or she should be doing social, SEO, mobile, etc., just based on content — that was what happened 1-2 years ago and agencies are still making these broad recommendations. I want to tell the client that he or she should have media presence across mobile, social, etc., aligned with relevant content & with “X” level of targeting across these tactics. The cutting edge targeting advancements is what is exciting and what to pay attention to. The planning process will stay the same as the landscape evolves, but targeting is what is truly evolving. We develop a matrix of channels, targets and understand how they work together in an integrated fashion. It’s not just the channel that changes but the messaging needs to be aligned both for that channel, for the target and for the way the channel fits into the target’s life.
Q: You spent many years working at some of the world’s biggest agencies. Why did you start Proove with DIGO Brands, a mid-size firm?
A: Large agencies have their own model, which works for certain clients. I am excited about being at a mid-size agency because we are able to respond to our client’s needs with more nimbleness, flexibility and speed. In my first few months here, I’ve witnessed many examples of creative work, problem solving and innovation happen much faster than the large agencies. I’ve seen things that take literally 6 months at a big agency happen here in a matter of a couple of weeks. At a firm of this size, we’re able to bring our best minds to the table and to think proactively about the client’s business, not just their media. It’s a completely different mind-set and level of customer service.
Q: What keeps you up at night?
A: There is a popular advertising phrase that goes: “half the money I spend on advertising is wasted; The trouble is, I don’t know which half”. Proove is about putting that cliche to rest. We are here to eliminate the waste and being able to show the client exactly what happened. We’re not offering guess work. We’re offering to Proove it.