Independent Campaign Reviews (ICRs)
Can you imagine doing an exam test when you have written all the questions yourself? Yes, you will always get top marks. That’s why agency post analyses rarely show problems and frequently show over-achievements. And that is why we set up our independent campaign review service in Asia.
The whole point of reviewing a campaign is to learn to find out what worked and what didn’t; to fix the problems and make sure they are not repeated; and to identify the successes and understand the reasons for them.
Like media benchmarking, independent campaign reviews (ICRs) are about continual improvement, not merely auditing. Our processes, proprietary systems, twenty years media consultancy experience and extensive database of case histories enable us to draw insights to drive that improvement for our clients.
Independent campaign reviews drive continual improvement by:
- objectively and constructively reviewing campaigns
- comparing network value and usage
- highlighting what’s working well so that you can keep doing it
- challenging you and your agency partner’s thinking and assumptions
- recommending process improvements
- helping you ensure that changes are tracked and monitored regularly
- identifying on-going trends that can be reversed or capitalised upon
- providing valuable input for your media negotiations