Most clients’ auditing is about traditional and digital media buying. How good was the agency pricing and what was used to benchmark performance? However, little regard is given to auditing strategic planning. If the strategy is ill conceived, the best buying in the world won’t produce good results.
If the strategy is misdirected it doesn’t matter how efficient the media buy is, it will reach the wrong people, at the wrong time or the wrong place with the wrong message vehicle. Few consultants are equipped to provide media strategy audits. Drexler/Fajen & Partners does because of our agency media, research and consulting experience.