Petrol d.d. collaborated with the company STARS on an independent audit of media buying efficiency in Croatia. Since, at that time, we had been conducting media buying in this market partly directly, without the support of a media agency, we wanted to obtain a professional and objective assessment of how effective we had been in achieving our communication and business goals. STARS prepared a comprehensive review – both from a qualitative perspective (whether we chose the right channels, formats, and target groups) and from a quantitative perspective (what we actually achieved with a given budget compared to market standards and best practices).
The results and recommendations of the audit were presented professionally, transparently, and with clear reasoning, which significantly contributed to credibility and to the acceptance of the findings by the local teams. In addition to evaluating the current situation, the analysis also offered concrete guidelines for optimizing future activities. The cooperation with STARS provided us with a valuable insight into our own processes and gave us additional assurance that our future investments will be even more effective.
