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Jackdaw® Smart, transparent reporting

In order to deliver on our global trading commitments to clients we need visibility. We need “one version of the truth” between all stakeholders: Global Client, Global Agency, Local Client, Local Agency, and an Auditor if one is appointed. To achieve this we have spent the last 5 years developing Jackdaw®.

The media business did not grow up as a global business and therefore there is no consistency in campaign reporting and stewardship systems globally. Historically the reporting and roll up of trading commitments on international clients was managed by a clumsy approach excel trading templates which in turn required local trading teams to spend a lot of time manually aggregating information. The process was always slow and prone to error.

We created Jackdaw® to reduce local reporting time and improve accuracy by removing the scope for manual error. Jackdaw® takes the output of indigenous campaign reporting systems and maps these to a central, common format. It then uses this format to look at what has actually been bought, adjusts the base trading commitment to reflect this and then compares actual price to the commitment price, adjusted for actual buying. This approach is much more efficient and requires minimal human input and therefore minimal opportunity for human error.

Local trading teams still have to upload campaigns and ‘sign off’ the result that Jackdaw® generates but this approach gives them back much precious time to focus on creating value for clients. For client global procurement teams the approach provide complete transparency, allowing them to scrutinize the impact of each and every factor impacting your results (both positively and negatively).

For client global procurement teams the approach provides complete transparency, allowing them to scrutinize the impact of each and every factor impacting your results (both positively and negatively). We can also layer on intuitive summary and reporting dashboards. Jackdaw® is securely hosted on an Azure platform in the Microsoft Cloud and so can be accessed via PC, tablet or mobile from anywhere around the world.  

Currently Jackdaw® is working across 24 clients, spanning 60+ markets and collectively spending over $5bn on media. It remains the most advanced and developed media performance evaluation system in the world today.


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