Multimedia Buying and Planning has been servicing clients since its establishment in 1988.
The agency has grown its client list over many years and prides itself on its consistency with its team and client offerings.
Meg Gossert, managing director of Multimedia Buying and Planning, spoke to Mediaweek about consistency with longstanding clients, how they stayed buoyant during the pandemic and the development of its AI technology.
Gossert, a media industry veteran with decades of experience under her belt, has worked with an array of clients throughout her esteemed career – from Woolworths to the Australian Government, Cathay Pacific and Toyota.
“I have been in the business for over 50 years. It’s a passion of mine, and I’ve been doing it for a long time,” she said.
“Multimedia has always been an agency we’ve kept below the radar,” she said of the agency. “We have some wonderful long-term clients that have been with us for many years, and I’ve seen some enormous changes, having been in the business for the length of time I have.”
Gossert and her Multimedia Buying and Planning team
As managing director, Gossert explained that she plays a hands-on role in the agency and works closely with a group of her clients in the agriculture space.
“I have an all-encompassing role as managing director, and basically, I know everything that’s going on with my clients,” she shared.
“I service clients in terms of day-to-day contact with them, strategy, execution, down to material dispatch. So, when I say I’m hands-on, I am hands-on, and that is how our agency operates,” she said.
Gossert added: “Each person in the company has a group of clients that they work on whether it be from buying television, radio, newspaper, online, managing the search process and so on. They are a very knowledgeable and hands-on team that doesn’t just specialise in one area.”
Gossert noted in particularly holds dear the staff that have shared the agency’s journey with her.
“One of my senior directors has been with me for nearly 20 years, and another team member has been with me for over 20 years.
“We’ve got a very loyal offering to our clients, and I think our clients appreciate that we’re consistent, and they don’t get the staff changes. They find that incredibly valuable because there’s a lot of time spent retraining and relearning if you have staff attrition,” she said.
Focus on the agriculture space and consistency with clients
Gossert noted that the agency’s current focus is working with clients in the agricultural category. She shared: “At the moment, the agency does have a portfolio of agricultural clients, and that’s quite dear to my heart because I live on a farm.”
As a result of the agency’s consistency, they have maintained strong relationships with clients. Some of them they’ve worked with for over 20 years, according to Gossert.
“They are large clients in their area, and we’ve been servicing them for many years. They were brought on board by me all those years ago, and they’re still with us,” she said.
Staying buoyant during the pandemic
On the impact of the pandemic on the agency, Gossert said: “I think that we were incredibly blessed through that time because the agricultural area was very buoyant. Whether it be because they had good rain in some states, or there was an outbreak of pests and farmers needed to buy our clients’ products.”
“The agricultural area tended to fare quite well, even though it was tough for the farmers. They had to work incredibly hard through that time because of floods, drought, and fire. We did come through it quite well, and spending was consistent. We were incredibly lucky, I would say,” she said.
Gossert recalled that at one stage, the agency worked with more than 40 hotels owned by the development and management property group Mirvac.
“Had we still been holding that business, I would imagine we would have suffered quite drastically because they all just shrunk,” she said.
“I think we were incredibly lucky through that period of time because our clients were consistent, and they kept their heads out there in the marketing arena and did well,” she added.
Incoming technology innovations
Looking ahead at what is next in store for the agency, Gossert shared that the agency has fast-tracked development on AI technology that they will offer as an industry tool.
“It’s a tool that works exclusively in the Google suite of products. We have been using it in prototype form for our clients for around ten years, and it’s been highly successful for them,” she said.
Gossert explained: “Any client we’ve brought on board using this artificial intelligence has seen an increase in the results they get out of their Google suite of products by up to 50% and even more within a very short space of time.”
“In the future, it could be available to other clients and agencies,” she shared.
“We’re looking forward to seeing the results of it being upgraded and even delivering better results for our clients. It’s a very granular methodology and very exciting days,” Gossert added.
How being part of the IMAA has benefitted Multimedia Buying and Planning
Multimedia Buying and Planning was among the first agencies to join the IMAA, and Gossert noted that being part of the industry has been incredibly beneficial for the agency.
Gossert praised the IMAA for enabling independent agencies to become better connected and part of an industry on the move.
“It has offered us educative benefits for our staff members and keeps us abreast of developments within our industry, which I’ve found incredibly beneficial. Our staff enjoy tapping into the sessions they provide,” she said.
Gossert added: “Hats off to the IMAA because they bring a wealth of knowledge to us as an independent agency.”
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Top image: Meg Gossert