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.
