Starting point
In one role I inherited the relationship with the paid media agency already running the account. Results didn't convince against the budget or the market average.
The real friction
Keeping them was the easy choice, and the sunk cost weighed more because the investment was inherited.
The fix
- Asked the agency to improve the media mix, with my own suggestions and a revised monthly budget.
- Measured the response: 21% lower spend with the same volume of results.
- Ran a formal tender with weighted scoring, with the current agency on equal terms.
The impact
Triple the digital conversions after the change, with more than ten points between the first option and the second.
The lesson
"Did they improve?" and "Are they the best option today?" are different questions.
Read the full story: Did they improve, or are they the best option today?
