Hw Use CI to Audit Ad Agency

How A Forensic Market Audit Can Help Uncover Inefficiencies In Your Ad Agency’s Costing And Production Turnaround by David Lithwick INTRODUCTION TAKING CREDIT FOR RESULTS THAT HAVE VERY FAILING TO ADDRESS THE REAL PROBLEM LITTLE TO DO WITH ADVERTISING Forensic competitive intelligence can be as effective in surfacing inefficiencies in If an auto manufacturer signs off on a Assume sales were very high in July. your ad agency’s cost and production $1,000,000 point -of -purchase program The agency believes the main reason for turnaround as it is in uncovering to stimulate sales at 8 Calgary the high sales is due to their new ad competitive threats. “ Forensic” dealerships, did the agency really creative. If, however, you were to call translates to investigation, including investigate why sales are sluggish Environment Canada, you would learn sifting through databases, carrying out instead of assuming that impactful POS that July had the greatest number of microanalysis and working backward to material will generate additional sales? sunny days on record. If you then reconstruct key components. Whether What if the real reason for sluggish contacted your competitors, you would you are a forensic accountant, forensic sales is because the sales reps have not also learn that they enjoyed extremely pathologist or CI analyst, meticulous been trained to sales effectively. They strong sales during the summer. And if investigation and ...