"Procurement teams at brands are responsible for controlling client spending and driving cost efficiencies. From a buyer's perspective, that usually means stricter budgets and less room to pursue innovation. But instead of only focusing on being faster and cheaper, agencies can use data-driven insights to defend their media plans and reclaim some strategic ground, said Kelley Train, VP of data and strategic alliances at Guideline.ai, an AI-powered media intelligence platform founded in 2020."
"Marketers themselves can also be a little hesitant when it comes to adopting new technologies and approaches. "It's about getting them to think outside the box, but you don't know what you don't know," said Train, who spent time as a director of digital investment at Omnicom Media Group and OMG-owned PHD Worldwide before joining Guideline in March. "Instead of asking," Train said, "a lot of times marketers just get in their own way.""
"That's the gap Guideline is trying to close by pulling together market data, pricing and performance benchmarks so agencies can quantify the value of their ideas. The platform gathers real transaction data directly from agency billing systems, strips out identifying details and compiles it into industrywide insights on spend and related trends. Agencies can use this information to inform planning, justify spend and strengthen their client recommendations."
Procurement teams at brands control client spending and drive cost efficiencies, often imposing stricter budgets that limit agency innovation. Marketers can also be hesitant to adopt new technologies and approaches, which constrains strategic ideas. Guideline.ai aggregates anonymized transaction-level data from agency billing systems and compiles pricing and performance benchmarks into industry-wide insights. Agencies can use these benchmarks to quantify the value of proposed media plans, defend recommended allocations, justify spend, and strengthen client recommendations. Knowledge of category spend patterns, media mix, unit types, programming placements and upfront commitments enables more persuasive pitching and strategic positioning for agencies.
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