GLA 82034 - Collaborative Media Planning & Buying

This requirement seeks a best-in-class Media Agency that will deliver media neutral

integrated behaviour change and recruitment marketing communications, strategic planning

and implementation. This includes the ability to deliver paid for media partnerships and

associated content development and delivery and consultations.

Media planning and buying requirements across the Authorities are:

• Media strategic thinking and planning
• Media buying
• Planning of other free or owned media that TfL or GLA Group may access over time.
• Working in collaboration with the through the line creative agency and the roster of

creative agencies or in-house creative teams to deliver integrated strategic planning and

media neutral communications.

• Inputting to the development of an agreed set of metrics for all activity, reviewing progress

against them and providing recommendations on how to optimise activity to meet the Key Performance Indicators (KPIs).

• Optimising client investment in the digital arena and the implications for any client

databases and websites

Budget setting as part of the integrated communications planning process to reflect the

planning and brand priorities for each fiscal year and beyond

• Creating mobilisation plans in preparation to respond urgently to high priority / high profile

briefs following an unexpected event

• Keeping the client teams up to date on key market and industry developments
• Clash management
• Digital frequency management
• Brand safety- regularly reviewing the requirements and ensuring brand safety guidelines are

adhered to

• Measuring and reporting on Ad Viewability
• Ensuring any content created through partnerships meets the GLA Group's standards for

accessibility.

• Reporting on on-going campaign performance including media related metrics, Post-Click Automation (PCA)s, identifying learnings and recommendations for current and future activity.
• Investigating and maximising opportunities for brand surveys by media partners at low cost

or added value as part of a media buy.

• Research and evaluation of activity including public sector polling, and econometric

modelling.

• Emergency processes – the ability to pause all communications based on agreed criteria

and timelines.