Barkley Launches Distinct Media Buying Structure
05/23/2006
(KANSAS CITY) – Barkley, one of the top 10 independent agencies in the U.S., has just launched a new direction for its media buying process. The approach eliminates the traditional buying silos for TV, radio and online and instead restructures the agency by centralizing online buyers with broadcast and radio.
The concept premiered at this year’s upfront, where the agency implemented the structure in meetings with media outlets. The program is set to launch full-scale in summer 2006 for clients such as Paramount Parks and Sonic Drive-In.
The effort is headed by Jim Elms, SVP, Director of Media Services, Barkley. “This strategy overcomes the disconnect many agencies have between traditional and online media,” said Elms. “By creating one point that controls a client’s entire media allocation, we have increased clout and quality of buy on all levels of negotiation.”
“When Jim joined Barkley a year ago, we expected his experience at shops like Wieden+Kennedy would bring just such an impact to our media specialty,” said Brian Brooker, CEO & Chief Creative Officer, Barkley. “As a result of our agency’s unified structure, we are equipped to make significant changes quickly and therefore foster efficient growth for our clients.”
About Barkley:
Barkley is the largest employee-owned agency of its kind. Founded in 1964, the company has 325 partners offering a full range of marketing communications services including advertising, public relations, events & sponsorships, relationship marketing, design, motion graphics, research and interactive marketing. Barkley is located in Kansas City with field offices across the nation. More info: www.barkleyUS.com
The concept premiered at this year’s upfront, where the agency implemented the structure in meetings with media outlets. The program is set to launch full-scale in summer 2006 for clients such as Paramount Parks and Sonic Drive-In.
The effort is headed by Jim Elms, SVP, Director of Media Services, Barkley. “This strategy overcomes the disconnect many agencies have between traditional and online media,” said Elms. “By creating one point that controls a client’s entire media allocation, we have increased clout and quality of buy on all levels of negotiation.”
“When Jim joined Barkley a year ago, we expected his experience at shops like Wieden+Kennedy would bring just such an impact to our media specialty,” said Brian Brooker, CEO & Chief Creative Officer, Barkley. “As a result of our agency’s unified structure, we are equipped to make significant changes quickly and therefore foster efficient growth for our clients.”
About Barkley:
Barkley is the largest employee-owned agency of its kind. Founded in 1964, the company has 325 partners offering a full range of marketing communications services including advertising, public relations, events & sponsorships, relationship marketing, design, motion graphics, research and interactive marketing. Barkley is located in Kansas City with field offices across the nation. More info: www.barkleyUS.com
