Media

Media experts

B2B and B2C media businesses are unrecognisable compared to just 10 years ago. Now multi-platform companies they deliver audience solutions across an increasingly diverse range of channels. Data, insight, business and marketing intelligence are central to media companies, driving audience engagement, proving ROI, and increasingly valuable as a saleable commodity in its own right.

Given these changes understanding audience needs are pivotal to capturing spend in an increasingly complex and congested market. Push is no longer enough – listening and creativity are key to unlocking revenue.

Clientside experience

Guildwright has the experience to make the difference. Managing Director Miles Werrett was Head of Qualitative Research at Northcliffe Newspapers and DMG Media Ltd, and has worked extensively with media and advertising companies including the PPA, Carat, Mediacom, IPC, as well as interviewing many of the leading lights in the media sector.

We know that success relies upon developing a synergy and trust between the research provider, the project teams and the many internal and external audiences. This is why we only work with trusted experienced partners and recognised Fieldwork experts.

Bespoke projects

Uncovering evidence is not formulaic; we employ a diverse mix of techniques including:

• Qualitative interviews, focus groups and workshops
• CAPI/CATI/Panel/Online quantitative interviews
• Cognitive mapping and enabling techniques
• Ethnography
• Internal brainstorming/ external workshop sessions
• Online interviews, Mobile Apps and Bulletin Boards for real-time feedback
• And many more
• Data visualisation and database CRM management
• Consultancy, brand marketing, change management

Inspiring outputs

The key to unlocking client, customer, and internal buy-in to project findings can be achieved by working closely with in-house/external marketing and design teams to create eye-catching and memorable outputs.
From large/high profile public events, to ethnographic inspiration, video footage, mood boards, to the latest data visualisation to bring this information to life.

Return on investment

• Projects for Northcliffe created a positive impetus felt across the whole company, as well as playing a pivotal role in unlocking new revenue streams.
• Reversing the year-on-year trend in the decline of readers through the provision of new online and offline channel solutions
• Growth in advertising revenue (across all media platforms)
• Radical re-designs of newspapers and supplements in order to entice new readers, increase dwell time, and inspire Ad spend
• A new confidence (reversing historic scepticism) as to the importance of developing a market leading digital strategy/presence, allied to a plan for implementation
• Leveraging trust among customers that their newspaper was in touch with and supported their community, and that they should reciprocate by supporting it in return
• Building internal relations, supporting the development of a previously unheard of ‘One Team Mentality’

Furthermore, two years in a row Miles Werrett won “Best Advertising/ Marketing Research Project” awards at the Newspaper Society Annual Awards.