Motive introduces one-stop shop for online campaigns

Media planner and buyer Motive Communications has launched an online campaign management system designed to cut costs and give the agency more time to concentrate on developing strategy.

Media planner and buyer Motive Communications has launched an

online campaign management system designed to cut costs and give the

agency more time to concentrate on developing strategy.



Motive claims to be ahead of most agencies in the race towards online

planning and buying, but the arrival of such systems puts further

pressure on sales people to get involved at the strategic end of the

buying process.



Motive developed the system, called Surveyor, in association with its

client NatWest. Motive’s systems manager Naila Rogers explained: ’It

puts every stage of the planning and buying process online. Clients can

send us communication briefs, we can create plans for them to approve,

book, invoice and analyse responses to the campaign - all online.’



NatWest’s head of brand communication Ian Schoolar described Surveyor as

’an invaluable online tool’. He said: ’We have seen tangible benefits in

terms of increased productivity and efficiency.’



Motive’s managing director Mark Cranmer said that beyond its time and

cost-saving benefits, the programme allowed the agency ’to take another

step towards a key Motive mission: making the client/agency relationship

as transparent as possible’.



Motive retained media technology specialist MediaTel as a consultant and

developer on the project. Rogers said the system was ’completely

flexible’ and could be extended at any time to meet clients’ needs.



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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).