AGENCY INTRODUCTION

MEDIA AGENCY

• Media agency provides its clients mainly with effective

buying of media space in all types of media

The essentials of effective media buying are:

• Proper definition of the target audience for each product

• Determination of effective media mix to reach the respective target

audience

• Negotiation of the best possible buying conditions

• Post-buy analysis, evaluation and recommendations for further

communication

• PanMedia Western builds its media service on these four pillars of

successful media buying

STRONG AND STABLE PARTNER

• PanMedia was founded at the beginning of 1994

as one of the first media agencies in Czech Republic

• It ranks among 10 biggest agencies on the market and is a strong

and reliable partner for its clients, not only on a field of media

planning

• Within the IPG holding, one of the biggest communication agencies

in the world, PanMedia Western international network is a member

of LOWE WORLDWIDE

• In cooperation with the rest of the group members, PanMedia

provides

its client with a complete communication service in both,

Czech and international markets

MAGNA GLOBAL ASSOCIATE

• PanMedia is a member of Magna Global, one of the strongest buying

pools within the Central and Eastern Europe regions.

• That is why PanMedia offers its clients the best financial conditions

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350RECMA Buying Billings €m

SERVICES

INTEGRATED SOLUTION

• PanMedia Western Praha offers its clients complex media service in field of monitoring, research, planning and media buying

• System of linked processes

• Every part of this system evolves individually, but is influenced by the other ones all the time

• Final evaluation is a crucial base for the start of the next media planning round

• Efficient media planning evolves all the time and the 100% involvement of the agency employees is necessary for its smooth functioning

• PanMedia Western Praha motivates its employeesto the highest possible loyalty to products of its clients

CO

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Analysis

and monitoring

Strategic planning

Implementation a

detail planning

Buying

Post-buy

analysis

Evaluation

and recommendations

ANALYSES AND MONITORING

• Analysis of audited competitive media spends

in all types of media: TV, print, radio, OOH media,

on-line media

• Advanced target audiences analyses

based on TGI-MML data

• Media consumption analyses in given target

audiences

• Regular general media market analyses

• Actual information from media market through

PamNews e-mail

• Outputs from all media researches based on

clients needs

PLANNING AND BUYING

• Strategic media planning

• Financial conditions negotiation with media

representatives

• Media planning and software optimization

• Media space buying

• Technical specifications for materials and materials

delivery coordination

• Non-stop monitoring and checking of running

media campaigns

POST-BUY ANALYSES

• Detailed information about the media campaign

progression and its results

• Correctness control

(date, time, format, mutations)

• Campaign check based on suppliers sources

(invoices, voucher copies, photos)

• Comparison of the achieved media values

with the ones shown in media plan

(Reach, GRPs, TRPs, affinity, etc.)

• Evaluation and recommendation for following

communication

DATA AND TOOLS

• Data sources• MediaResearch: Electronic measurement of TV ratings

• GfK, Median: Mediaprojekt

• GfK: LAE TOP executives behaviour research

• StemMark, Median: Radioprojekt

• MediaResearch: Consumption behaviour in TV panel research

• MediaResearch, Gemius: NetMonitor - on-line market analysis

• Median: Media Market Lifestyle (TGI)

• TNS Mediaintelligence (previously A-Connect): Media monitoring

• Media Data System – All periodical media database

• ABC ČR – Verified circulation (public source)

• Software tools• Mamut - TV planning based on TV meters data

• Golem - TV meters data analysis

• Data analyzer - Mediaprojekt, Radioprojekt, MML-TGI and NetMonitor analysis

• Medplan - print and radio planning

• Yetti - competitive activities monitoring

• Buying - media job order handling

• PanMedia © Business Impact Predictor

REFERENCES

BRANDS

SERVICES

Tesco Stores ČR and Tesco Stores SR terminated their working relationship with ourcompany in February 2008. Nevertheless, the long years of service provided to this clientby the PanMedia Western Praha and PanMedia Western Bratislava media agenciesbrought us invaluable experience in the specific field of media planning and purchasefor retail clients:

• Coordination of orders and media budget between the Czech and Slovak Republicsalong with detailed research into common and divergent consumer behaviorcharacteristics in these two seemingly very similar countries

• Precise regional planning of media deployment, emphasizing minimum overlapof communication for differing hypermarkets or department stores and utilizationof local media channels such as local radio, information boards, etc.

• Emphasis on extremely rapid preparation of media plans and high flexibility during anynecessary subsequent modifications and cancellation of campaigns already confirmed

• Arranging non-standard schedules for delivery of advertising source materials to media,and of course for additional replacement of these materials, for example during pricechanges of products on sale

• The ability to negotiate special prices is a matter of course

SERVICES

PanMedia works with Kika Furniture in the entire region of Central and Eastern Europe, where thisclient opened their branches. Besides the Czech and Slovak Republics, this also includes Hungaryand Austria.

Since 2005, when Kika opened its first furniture store in Bohemia - in Čestlice, near Prague, we havebeen collaborating on building this brand's business success.

Aside from the aforementioned media service qualities such as maximum flexibility, speed andprecision in dealing with orders, due to which Kika management selected us as a partner, we must inthis case emphasize one more reason. The members of the PanMedia team succeeded in arrangingexceptional discounts for Kika Furniture with individual media, and this despite a relatively low mediabudget. This fact also had a substantial contribution to the company's current success in our market.

Provident Financial has been working with out media agency since the year 2000. This workingrelationship gradually grew, and today PanMedia Western is a partner of Provident Financial inSlovakia, Hungary and Poland as well.

A unique aspect of this relationship is the creation of media strategies emphasizing effectivenessof individual media, which is monitored from realized order sources. Thanks to tools developedat PanMedia Western (I-Call and Business Predictor) this monitoring is interconnected with mediadata, and thus ensures maximum effectiveness of budget investments during planning.

WHY PANMEDIA WESTERN

THE BEST SOLUTION FOR YOUR COMMUNICATION

• Stress on the long term business relations defines the main agency

ambition CLIENTS PROFIT

• PanMedia Western is the best partner for medium-sized clients:

• Offers full-value media service with professional base

• Guarantees the buying conditions with a roof of one of the most

powerful buying pools on Czech media market

• Concentrates on flexibility and individual attitude regardless of the

media budget

• PanMedia Western does not use any other subcontractors

guarantees that all information about clients is handled as confidential

and those stay within a circle of responsible individuals

THE BEST SOLUTION FOR YOUR COMMUNICATION

• Sophisticated system of tailor made service for clients

• Planning and realization of media campaigns in time pressure and off

regular hours

• Prompt processing of additional changes in communication within very

short time intervals

• Non-standard deadlines for material delivery to all media and its

additional replacement

• Transparency financing

• 100% coordination of planning and media buying in the whole Europe

through the PanMedia Western net

• Complex media service with warranty of first priority and extraordinary

professional and human approach

THANK YOU FOR ATTENTION