Planning to Get Consumers to Tune In

摘要

THIS IS A BUSY TIME for Craig Woerz, cofounder and managing partner at Media Storm. The beginning of the new television season is approaching, and the agency specializes in promoting entertainment properties. Media Storms clients include Food Network, HGTV, FX, Fox, NBCU Movies on Demand, 20th Century Fox and the Academy of Motion Picture Arts & Sciences. The agency has increased its staff by about 50% over the past two years as it has boosted its focus on return on investment. "Now we're talking with just as many CFOs as we are talking with CMOs," Woerz says. "That really has required us to step it up." Stepping it up has meant putting more people on each client's business. In addition to planning and buying, the agency is doing more content integration. It also has more robust proprietary research and analytics "to show what moved the needle and what has gotten people to watch," he says.