How does a Corporate Trade company differ from an agency?
Corporate Trade companies don’t buy better than agencies – based on an investment and Trading model, they acquire media on a non-agency basis. Corporate Trade companies typically take long positions in the media by making investments, providing needed services or some combination of both. In return, the Corporate Trade company receives a media inventory which is cost advantaged relative to the marketplace. As a result, Corporate Trade companies Trade a media plan as specified by the advertiser or agency and deliver the value that is expected.
What are the respective roles of the media agency and the Corporate Trade company?
The role of the media agency doesn’t change. It remains to negotiate both the price and quality of a media campaign on behalf of its client. The only role of the Corporate Trade company is to negotiate the campaign with the media owners in order to advise how much of the campaign is paid for in cash and how much is paid for in Trade Credits.
Does a Corporate Trade company replace the agency's role and plan or buy media?
No. Our role is complementary and we work alongside your existing agency to enable you to spend your Trade Credits. Our role is not dissimilar to that of the poster specialists who work alongside media agencies.
Does Corporate Trade affect the quality and price of what I get?
No. Any media that is Traded by the Corporate Trade company will be at the price and quality that has been developed as part of the plan presented to the client. The quality and price is delivered by the media owner in line with the cash market as per your deals.
At what point is the Corporate Trade company involved with the implementation of a media campaign?
The two main points where a Corporate Trade company is involved with a media campaign's implementation are: upfront when planning, negotiating and approving the budget, and then after the media has run as part of the invoicing process.
Who does the Corporate Trade company invoice?
The Corporate Trade company can invoice for the media either directly to the client or via the agency. We are totally flexible and it is usually decided after a discussion between the client and the agency to decide on the most beneficial route.