Northern Foods - ITV

1. Northern Foods - ITV Getmemedia Briefing Service Delivers – Northern Foods Title of Campaign: Echo Chocolate Biscuit Advertiser: Northern Foods Agency: Client Direct Media Owner: ITV Media Channel:TV sponsorship Brief Objectives Northern Foods felt they could improve on the POS 6 sheet proposal they currently had in place for their £300k budget. The brand wanted to build its credentials for sensuality amongst its target audience. RESULTS Northern Foods have 12 users of the getmemedia service. In this case a brief was submitted by the brand manager. Seven days later the brand manager received 19 bespoke and targeted media owner responses. He then had meetings with IPC Media, Digital cinema media and ITV. The upshot was Northern Foods decided to change their media plan from POS 6 sheets to TV sponsorship – ITV’s “Secret diaries of a Call Girl”. Jim Proctor Blain – Senior brand manager Northern Foods said: “We used the Getmemedia.com media owner briefing service for our Echo chocolate biscuit. The ideas we received back in just a week were fabulous. All entries were in a user friendly format and hugely varied. After having 3 media owner meetings we decided the best idea submitted was TV sponsorship. The GMM service keeps me abreast of media ideas that normally would simply be off my radar. In this case up pops the idea and we begun negotiation.” “It took 30 minutes filling in the briefing form and we received 15 bespoke ideas within 7 days”.