Sunday, December 10, 2023

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    How Media.Monks turned in-housing a client into a specialty service

    When the topic of in-housing comes up with a marketer, oftentimes the motivating factor is cost-savings. Why pay a media agency to do work that, with the right investment, can lead to internal cost-savings down the line, right?

    This is not one of those stories — rather, this is about driving performance and creating demand generation for a brand that turned to Media.Monks to help it achieve that. 

    The agency network owned by S4 Capital, Media.Monks had been working with insurance client Manulife (operating in the U.S. as John Hancock but with operations in 12 markets across APAC) mainly as a Google reseller. Then in 2020, the client started looking to in-house work to align demand-gen across the brands under its umbrella. Manulife declined to say how much it spends on media with Media.Monks or its other agencies, except to say it does not consider itself “a big spender,” according to Chris Potts, Manulife’s associate vp and global head of demand generation & marketing analytics.

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