Coming off a strong quarter, Toronto-based EQ Works has just announced a new initiative called Agency First which they say is a “a partner program designed to extend digital media buying capabilities to advertising agencies that don’t have in-house expertise.” The new service aims to help agencies with their media buying process, no matter the size of the size of the agency. Using the EQ Works’ proprietary platform, small to mid-sized agencies will be equipped with real-time media buying, optimization and reporting capabilities, in addition to their own dedicated or in-house expert resource.
Through Agency First, trained media buyers are either dedicated or working on-site at partner agencies and are available to consult, plan and execute digital media buys using EQ Works’ state-of-the-art real-time targeting platform. Expert staff will provide complete support for agency partners, from consulting on media strategy, to participating in the RFP process, to attending client pitches and meetings.
“Larger agencies have either invested millions of dollars in platforms with similar capabilities, or have offloaded the media buying function and accountability,” said Geoffrey Rotstein, President of EQ Works. “With Agency First, control resides with the agency. Partners will be able to harness the knowledge and insights from a dedicated media buying team and work directly with leading digital marketers, without any of the associated costs.”
While there is no cost to the program, EQ Works has set a prerequisite that agency partners must have a desire to compete for media budgets and provide the best possible solutions to their clients. The benefits to the agencies include increased revenue and profitability, access to a state-of-the-art media buying platform, on-site dedicated staff and access to real-time insights and reporting.
“Today, more than ever, agencies need to work closer with media planners and buyers to ensure flawless execution of campaigns,” said David Katz, EVP of EQ Works. “There are dozens of larger ad agencies in Canada being served by their captive or affiliated media agencies. Few options exist for hundreds of other digital agencies, many of which are competing well with the larger players in other respects. With Agency First, we came up with a solution that allows our agency partners to have access to their own best-of-breed technology combined with greater expertise, control and influence in the media buying process.”