Illustrative engagement. A representative scenario showing how we approach this kind of work in advertising. It does not describe a specific client; outcomes are described qualitatively.
Industry overview
What is shaping advertising
Agencies and advertisers need to know whether campaigns will work before launch and whether they worked afterwards, across TV, digital and outdoor.
- Pre-testing reduces the risk of costly campaigns
- Brand lift is measured across channels
- Audiences are fragmented across platforms
Client background
A media buying agency, working in Delhi NCR. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- A media buying agency
- Sector
- Advertising
- Team engaged
- Finance & Accounts
- Services
- Accounting & bookkeeping, GST services, MIS & financial reporting
Client challenge
Media pass-through costs, agency fees and GST were mixed in the books, so margins per client were unclear and returns took days to prepare.
Research objectives
- Deliver on the brief: cleaning up billing, GST and media pass-through for an agency.
- Establish accurate, reconciled numbers management can rely on.
- Put a reporting and compliance rhythm in place that runs on time.
Target audience
Scope: Monthly bookkeeping.
Audiences we typically reach in advertising
Target audiencesBrand managersMedia plannersViewers and readersAgency teams
Geographic coverage
Coverage: Delhi NCR. Market: India.
- India
Research methodology
A structured finance engagement: review the current process, set up controls, run the routine and report.
- 1Brief
- 2Process review
- 3Monthly MIS
- 4Insight
We separated pass-through costs from fees, set up client-wise ledgers, reconciled GST credits every month and introduced a short monthly MIS.
Accounting & bookkeepingGST servicesMIS & financial reporting
Sampling strategy
- Every ledger, entity and transaction stream in scope was covered, with sample-based checks during review.
Data collection
- Source documents, bank statements and ledgers were collected through a secure shared workspace.
Data quality & validation
- Maker-checker review on all entries
- Bank and ledger reconciliations
- Client approval before every filing or report
- Supporting documents kept for every figure
Data analysis
- Variance analysis against budget and prior periods
- Ratio and trend analysis
- Cash-flow view for management
Key findings
- In agencies, margin hides inside pass-through costs.
Recommendations
- Build on the core insight: in agencies, margin hides inside pass-through costs.
- Keep the monthly routine and review exceptions with management every period.
Business impact
- The owners could see margin by client for the first time, and returns were filed on time without last-minute work.
Impact is described qualitatively.
Deliverables & next steps
- Insight report and management presentation
- Monthly MIS pack and reconciled books
- Compliance calendar and filings
- Continue the routine and review results every period.
- A natural follow-on question: where is the audience?