Creating more effective media operations

The Aperto Partnership’s services are bespoke to each individual client’s needs and based on their commercial objectives.



Media Operating Model Design

An organisation’s media operating model links its business goals and strategies to the people, structures, ways of working and technology involved in managing media investments. The Aperto Partnership supports advertisers in creating the most effective media operating model to drive business goals.

We help answer the key question of the level of control an advertiser needs to take over media. Our services include:

  • Assessment of existing internal set up, capabilities, roles and responsibilities for media management
  • Evaluation of the benefits of in-housing, from developing specialist internal media expertise for agency management and governance, through to options to in-house different elements of media buying
  • Review advertiser’s requirements from external agency suppliers and design bespoke marketing communications agency framework
  • Setting clear goals and measurement for external providers across media planning, buying and auditing


Managing Agency Relationships

The Aperto Partnership provides a philosophy, smarter partnerships, and methodology for effective advertiser-media agency relationships that results in the best outcomes for all.

A progressive partnership involves having a clear scope of work, alignment of objectives, fair remuneration and measurable outcomes, supported by a contract that sets the framework for governance.

The Aperto Partnership supports advertisers through:

  • Framework and processes to enhance day-to-day agency performance
  • Ongoing scope of work, commercial and contract optimisation
  • Incumbent agency commercial and contract renegotiation
  • Evaluation of existing ways of working with external media suppliers
  • Deliverable Based Scoping, The Aperto Partnership’s approach to measuring media agency performance against each specific element of the scope of work


Media Agency Pitch Strategy and Execution

Finding the right media agency partner to match an organisation’s ambition, culture and commercial goals is a critical challenge for marketers and their procurement colleagues.

The Aperto Partnership provides an independent, objective, expert service for best practice in running a media agency pitch, starting with a clear articulation of the advertiser’s goals.

We work with brands to design pitch processes that ensure participating agencies are evaluated beyond cost – across strategic thinking, quality of talent, tools and resources, and commercial value delivery. Our media agency pitch services include:

  • Preparation and internal stakeholder alignment on core strategic ambitions, objectives, values, behaviours and KPIs
  • Fully managed end-to-end pitch process
  • Consultancy support to internal marketing and procurement teams running a media agency pitch
  • Development of a robust evaluation framework for objective decision making
  • Transition planning and onboarding new media agency relationship


Media Audit Search and Selection

Because The Aperto Partnership is independent of the supply of media auditing services we have no vested interests in providing objective advice on the most suitable approach for media performance analysis.

We provide advanced media expertise and understand how to use media audit to create genuine savings for your business. Our services include:

  • Audit of existing media auditor methodology and application by agency
  • Independent search and selection of a media auditing relationship
  • Ongoing management of the media auditor, drawing out key insights and ensuring learnings are implemented


Digital & Technology Consultancy

The Aperto Partnership supports organisations in the development of bespoke and advanced digital and technology infrastructures. We simplify the complex and ensure that the right models are built to facilitate internal needs and the aligned requirements of partners.

Our team are industry leaders in digital and technology, with a wealth of experience in ad tech and best practice ways of working across:

  • Programmatic media evaluations, including brand safety, viewability, advertising fraud and technology supply chain auditing
  • Technology stack assessments, builds and road mapping
  • Data, programmatic and inventory management consultancy
  • Support for building in-house capabilities and structures


Contract & Commercial Advisory

Commercial and contractual agreements underpin and inform the success of any media operational framework. The Aperto Partnership is widely regarded as the market leader in building contract and commercial models that promote the right agency behaviours and desired advertiser outcomes.

Among our contract and commercial advisory services are:

  • Existing contract audit and identification of potential legal and commercial risks
  • Creation of future-proofed, best in market media agency contract with clear framework for governance and compliance
  • Contract and commercial negotiation strategy, planning and preparation
  • Direction on media trading controls for media agency buying
  • Strategic and commercial support for direct media owner trading deals and partnerships
  • “The Aperto Partnership operate as an integral part of the client’s team. They establish the right principles for future success and it concludes with ensuring the performance of that partnership is measurable.”

    Dan Clays, CEO, Omnicom Group