How do I know the media will be as good?
“Old school” barter often meant inferior media airing at 2:00 a.m. or insertions stuck behind insert cards…those days are over! The checks and balances within the media delivery process are so prominent and available that it is virtually impossible. At Sherwood, the agency (and the client, if desired) reviews and approves every step along the way to avoid surprises. This process remains the same. The media schedule CANNOT be placed without sign offs from the planners and the account team.
Ad agencies, who own their own barter firms, are more cooperative and less demanding with their sister division than they are with an independent barter firm. The ad agency lacks the competitiveness and aggression that normally exists between agency-barter firms and that extra effort and scrutiny produces a better media buy.
Ultimately, Sherwood deploys numerous checks and balances to safeguard the goals and parameters of the buy. Clients who sign before making sure that ALL of the planning guidelines, objectives, strategies and goals of the plan can be met are gambling it will turn out okay. Providing the barter firm with all the media information they need gives the client the tools to hold them accountable.