Transforming Media Agency Workflows: A Smarter Way to Manage Data

A Common Challenge in Every Agency

If you’ve ever felt overwhelmed by Excel files scattered across teams, endless back-and-forth data updates, or the struggle to keep track of historical records, you’re not alone. In fact, nearly every media agency we work with has asked us about streamlining data management.

The good news? There’s a simple and structured way to solve this. By using just two Excels and one Word document, agencies can bring order, clarity, and efficiency to their data workflow—without the headache of managing fragmented files.

From Complexity to Simplicity: A Success Story

We recently had the opportunity to work with a leading media agency in APAC, known for its strategic brilliance and strong industry reputation. But even top agencies face challenges when it comes to data organization and governance.

In preparation for a high-stakes pitch, their team needed to clean, structure, and consolidate their campaign data—fast. Over an intense three-day sprint, we worked alongside them, handling 17 Excel files filled with multiple sheets and versions.

The result? A streamlined, well-structured data system that not only helped them secure the pitch but also gave their team a much more efficient way to manage data moving forward.

Helping Independent Agencies Work Smarter

On the other end of the spectrum, we work with smaller, independent media agencies that are just as dedicated and ambitious as the larger firms. One agency subscribed to our Marketing Mix Modeling (MMM) service, requiring them to update their media spend and performance data regularly.

However, without a structured approach, data updates became time-consuming and repetitive, requiring multiple revisions and approvals. By implementing a simple yet powerful data management framework, we helped them save time, reduce errors, and focus on strategic insights instead of manual data wrangling.

A Simple Formula: Two Excels and One Word Doc

So, what’s the solution? A structured but flexible approach to media data management:

• Excel #1 – The Dynamic Tracker Used for daily updates, tracking media spend, and campaign performance. Allows teams to collaborate seamlessly across different media channels.
  
• Excel #2 – The Verified Archive Stores finalized, reconciled data after approvals. Serves as a trusted long-term record for performance analysis and reporting.
  
• Word Document – The Data Change Log Captures updates, changes in data sources, client requests, and campaign adjustments. Ensures full transparency and serves as a valuable reference for audits.

This simple system brings structure to what can otherwise feel like chaos, making data management more efficient, reliable, and stress-free.

Building a Future-Ready Media Agency

Strong data governance isn’t just about organizing files—it’s about unlocking new possibilities. With well-structured data, agencies can:

✅ Optimize campaign performance with more accurate insights. 

✅ Justify media investments with data-backed storytelling. 

✅ Strengthen client trust with clear and transparent reporting. 

✅ Improve efficiency, freeing up time for strategy and creativity.

The best part? It’s not complicated. With just a few small changes in workflow, media agencies can gain a major competitive edge in the industry.

Let’s Make It Happen

At More Than Data, we believe that agencies deserve a smarter, simpler way to work with data. If your team is ready to enhance efficiency, reduce data frustration, and focus on what truly matters—your clients and campaigns—let’s connect.

Because at the end of the day, better data management isn’t just about numbers—it’s about unlocking creativity, insights, and growth.