CEO Monthly Issue 6 2018

14 CEO MONTHLY / ISSUE 6 2018 , MediaBrokers International (MBI) are a full-servicemediaplanning andbuying company. Now in their 25thyear, thefirmhave anunmatchedknowledge of themedia landscape.We profiled the firmand their CEO, Ben Johnston followinghis recent success inCEOMonthly’s CEOof theYear 2018, wherehe received the accoladeCEOof theYear 2018 - Georgia, theUSA. Media Brokers International: Powerful Insights and Unconventional Thinking Since 1991, MBI has been delivering exceptional values, smart thinking and results-oriented plans and buys across a wide variety of client categories. Having started as a specialty company that became a premier provider of discount print advertising, MBI has evolved throughout the years into becoming a full media marketing firm, offering research, planning and buying across all forms of media. At MBI, they listen to their clients’ needs, understanding their audience, then apply powerful insights and unconventional thinking to develop a plan that gets results. Their process can be broken down into three core sections: Research & Development The team at MBI use the latest tools and capabilities to pinpoint their exact audience, as well as the best ways to deliver their message. MBI do not place a single advert until they know for certain how to move the needle and generate meaningful results. The firm are relentless with R&D since they are the bedrock of every successful MBI campaign. Media negotiation & Placement With research in hand, the team can negotiate advertising rates that clients will not likely find anywhere else. The reason is simple, their relationships. With an exceptional 25 years of experience within media planning and buying under their belt, the firm have been able to accumulate a trusted network which has allowed them to secure often heavily discounted rates -even for adverts which have prime positioning. Analytics & Reporting Once the adverts are up and running, MBI provide ongoing analytics and reporting. The team rely on real-time data and they watch closely for any potential ways they could perfect the campaign. At MBI, their overall goal is to give their clients more for the advertising than you expected. Analytics help them to make that happen. When looking at the internal culture within MBI, the team members specialise in different media landscapes. For example, radio, TV and digital. Whilst at the same time, the firm are committed to collaboration, and their staff also enjoys working closely with one another to maximise value for their clients. As an advertising partner, in comparison to a contractor or vendor, MBI draws on the knowledge and relationships of 1804CE03 their entire staff to determine the smartest, most cost-effective media spend. Unlike other media placement firms that keep strategy discussions separate between departments, MBI prefer a collaborative approach to determine the best placement plan for their client’s brand. Which is why, the Ben insists on having an environment that inspires creative thinking and a free-flow of ideas between team members and their clients. Looking ahead to what the future holds for MBI, the team will continue work in close partnership with each client and their partners to ensure that both their media plan and activation is smart, creative, on target, but most of all, saves their client money.