Case Study --Henderson Bas

Topics: Advertising, Proposal, Proposals Pages: 9 (1846 words) Published: November 26, 2010
Group C - Module 4 - Case Study

Henderson bas


Toronto Head Office

Table of Contents

Executive Summary 3
Problem Statement 3
Objectives, background, environment 3
Market and competitive analysis5
Financial Analysis5
Key Questions5
Action plan8
Executive Summary:

Henderson bas is an advertising agency originally established in 1996 under the name Cybersite by its current CEO Dawna Henderson. Its name was changed to Ninedots and in 2004 to Henderson bas. Later that year, MDC Partners Inc. purchased a controlling interest in the company.

Henderson bas has focused its efforts in online and interactive services with large clients including Capital One, eBay, Molson, Nike and others. It is “Canada’s most awarded interactive agency” and is the only agency that uses a market-driven strategy and creative. Their projects link to the client’s business and marketing objectives and are rated against key performance indicators. They then use Creative to optimize their campaigns for best marketing results.

The current Director of Client Services, Louisa Morgan, is trying to determine how to set a price for a new potential client Halpernia Industries who has already rejected two creative proposals presented to them by Henderson bas.

We will present options to Henderson bas for improving their pricing strategy while recognizing the importance of maintaining their relationship with Halpernia and future clients.

Problem statement:
Louisa Morgan must decide how to set a price for a proposed campaign for a potential major client Halpernia. Morgan has to balance the need to be profitable with the importance of a relationship with Halpernia and the appropriate level of service for this client.

Objectives and goals:

Henderson bas has developed a strong market niche in the interactive advertising industry in Toronto. Henderson bas must continue to offer the high level of service and quality of the strategy it uses in the development of interactive projects to maintain its existing clients and obtain new ones. This is a very competitive, fast paced industry

In order to

Background and forecast

• Henderson bas was a 65 person online media and advertising firm started in 1996 by Dawna Henderson under the name Cybersite, later Ninedots and in 2004 due to copyright difficulties –Henderson bas • In 2004 MDC Partners Inc. purchased a controlling interest in Henderson bas • Henderson bas is the most awarded interactive advertising agency in Canada • Henderson is a mid-sized company focused on interactive and online advertising • It’s client list includes Capital One, Nike, Coca-Cola, E-Bay, Molson among others • Henderson bas is a niche agency among the large players including Leo Burnett, Avenue A/Razorfish, and Cossette Communications • For continued success purchasers look for reputation, remuneration and relationships as criteria for selecting a firm such as Henderson bas

S.W.O.T analysis

Internal strength:
• It is Canada’s most awarded interactive advertising agency • Henderson is aligned with the Canadian offices of large global brands and offers a very high level of service • Word of mouth is often used to promote the company

• Has a defined step-by-step process for managing engagements that has been very successful with their many clients • Henderson has a professional seasoned staff with a lot of experience in small and medium sized projects • Henderson bas has great reputation in the market; current clients always refer new clients to it. • Dawna Henderson , the CEO, has an international reputation and the experience to solicit new and larger clients • Clients enjoy the interactive workstyle

Internal Weakness:
• While Henderson has aligned itself with the Canadian offices of large...
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