G'day, I'm Danny.

Over the last 35 years within the Australian media industry, I have developed a very particular set of skills. 

Media in the 1990's and early 2000's was very different to now. For one, I had a full head of hair back then and could handle going out every night of the week.

Media today is more professional, more scientific and more accountable than ever before, relying heavily on data to substantiate the process from insight, strategy and planning to implementation and reporting.

Client contracts have also evolved, demanding transparency with almost open book access and complicated fee structures and performance based incomes. 

It surprises me then, that most media planning templates I have seen locally and globally have not evolved passed what was created in Media's hay day. Direct data entry into a media plan with only one use.

Despite online planning platforms promising the world and delivering arduous admin time, Excel is still the first tool utilised when constructing a media plan. 

Enter MAD Business. 

My exceptional Excel skills, understanding of data management, media planning and back end financial process, have combined to produce templates which operate more like an application than a spreadsheet.  

The data output of these templates can be mapped to integrate with consolidation tools like Advvy, be incorporated into agency level reporting to track publisher spends and project client billing an income.

Consolidated agency level planned data remains one of the most elusive data sets to create. Until now.

As a one man band, I will be your only contact, ensuring continuity between brief, design, implementation, training and support. 

Danny Wood

Managing Consultant