Next&Co to offer media buying and planning as agency moves to full service model
Next&Co has outlined plans to transition to a full-service model, adding traditional media buying and planning across television, radio, print, out-of-home and cinema to its repertoire.
The move comes as the independent digital agency continues to rapidly scale, having experienced 133% growth this year.
The growth is primarily due to the addition of a number of new clients including super yacht charter business Ahoy Club, ecommerce business New Aim, and Combined Rural Traders, with the agency hinting at further new client announcements in the near future.
Next&Co co-founder John Vlasakakis said the agency’s proprietary media auditing ad tech tool, Prometheus, had been a key catalyst in the decision to expand the agency’s services to deliver clients a complete media buying offering.
According to Next&Co, Prometheus has in-built KPIs advertisers, including leads, customer conversions, ROI, and reach, enabling brands to choose their targets across each metric. The tool can predict how many conversions advertisers could potentially achieve and make creative and CPA (cost per acquisition) improvement recommendations.
“Our ad tech tool, Prometheus is able to generate insights for clients as to which audiences are most effective from an engagement and conversion perspective for their business, allowing us to do more targeted media buys. This is business intelligence no other ad tech can provide,” he said.
“We are continuing to invest in Prometheus to generate better insights in terms of media and audience effectiveness, and it has played a significant role in our new client wins. Prometheus allows our team to operate four times more efficiently than other media agencies, so we can scale quickly without having to add resources. Irrespective of the economic outlook ahead our business will be counter cyclical and continue to grow in this alleged coming recession, because our story aligns with what brands need as disposable incomes across the world are impacted.”
The last Next&Co Digital Media Wastage Report for the third quarter of 2022 found that $74 million of digital ad spend was wasted. Prometheus audited 32 companies with annual digital ad budgets of between $500,000 to $21 million across a mix of ASX-listed, multinational, national and SME companies.
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