Introduction:
The complexity of Morgan & Co.’s core services and the value we deliver to clients, which include audience analysis, marketing strategy, media planning, buying, and analytics, cannot be overstated. This complexity arises from the fact that our role spans a significant portion of the marketing spectrum, and we operate in highly competitive and cluttered industries. With these factors in mind, our recent quarterly planning day aimed to anticipate the changes in the advertising and marketing industry, as well as the evolving marketplace of our clients’ industries. Our objective was to enhance our capabilities as a trusted partner for those clients who entrust us with their marketing needs.
During this forward-looking exercise, we had the opportunity to evaluate the needs of our clients, the range of services we provide, and our mindset and approach to identifying and addressing opportunities and challenges in successful marketing. As a result of this exercise, we emerged from the quarterly planning session with a clear goal: the establishment of a certification program for all current and future staff members. Thus, the Advanced Media & Marketing (AMM) Certification was born.
Why Foundation Matters:
Having entered the advertising industry as a Media Planner/Buyer three decades ago, I have witnessed significant changes over the years. Today, every aspect of media planning, especially in the early stages of discovery-related work, has a profound impact on the entire marketing process. Consider audience segmentation alone—the desires, mindset, decision-making factors, and purchasing behavior of individuals. Understanding these aspects can directly influence the effectiveness of landing pages, content creation, and copywriting.
This is where the AMM Certification program comes into play. It serves as both training for newcomers and a means of enhancing our ability to deliver services consistently and push boundaries as experts sought by our clients. Our team comprises individuals from diverse backgrounds, upbringings, and experiences. By sharing these varied perspectives, we collectively grow into better marketers, acquiring new methods, practices, and a fresh lens through to create strategies and campaign plans.
The Performance Content:
While some aspects of the AMM Certification may resemble programs offered by third-party groups, we chose a different path. We leveraged our decades of experience in leading clients to successful customer acquisition while reducing costs. Our strategic process, honed over time, aligns with the needs of our clients. Drawing on the diversity of our backgrounds, we designed and conducted our own program to integrate all the necessary elements, including client needs, industry shifts, and insights from external programs.
The resulting 12-week AMM program encompasses the entire marketing process, from onboarding clients to post-campaign reporting. It follows our strategic process, which includes Discover, Design, Implement, Manage & Measure. Each phase delves into specific topics, such as audience segmentation, competitive analysis, channel planning, predictive models, acquisition cost models, and budget allocation.
What sets AMM apart is that each topic is taught by the most relevant expert within our team. Discussions are enriched by supporting commentary, offering diverse insights, approaches, and perspectives. In some cases, opposing viewpoints challenge the session, leading to valuable discussions that improve our service delivery.
Certifications Impact:
The 12-week AMM program, which may have expanded to 14 weeks, has yielded remarkable results. It opened our eyes to new ideas and methods while collectively sharpening existing skills and fostering the development of new ones.
AMM has brought several unexpected benefits for our clients:
- It equips every member of Morgan & Co. with marketing skills rarely taught in third-party workshops. These skills go beyond ad campaign tactics and incorporate client/brand business needs and metrics, enabling us to develop innovative customer acquisition models.
- The training emphasizes a strategy-first approach, focusing on why a brand enters the market and why it matters to the audience. AMM discourages leading with a creative or media idea, instead fostering a deep understanding of customer decision-making processes and translating insights into marketing purposes.
- Strengthening the skills of our team has increased our depth and capacity to handle unexpected challenges and complex initiatives. We are now better equipped to tackle any task or fire drill that comes our way.
- AMM has positioned us as experts in the field. Being the expert is one of our core values, and through continuous training and practice, we consistently exceed our clients’ expectations.
Moreover, the alignment and shared knowledge gained through AMM have fostered a sense of support, understanding, and efficiency within our team. It has allowed us to appreciate each other’s work, approaches, and responsibilities, creating a cohesive and collaborative environment. We have also learned that a one-size-fits-all program cannot universally elevate everyone equally. This realization has led us to develop AMM v2.0, which focuses on individual and team-level training for Account Directors, Planners, Buyers, and online and offline teams.
Conclusion:
Earning the Advanced Media & Marketing Certification has been a transformative journey for our team at Morgan & Co. It has enhanced our expertise, fostered collaboration, and propelled us to new heights as marketers. By prioritizing a strong foundation and leveraging our diverse perspectives, we continue to exceed client expectations, adapt to industry shifts, and drive success in the fast-paced world of advertising and marketing.
